Experiential Marketing and Customer Satisfaction on Consumer Loyalty of IKEA Bali

Abstract

This purpose of this study is to find out the effect of experiential marketing on customer satisfaction at IKEA Bali and customer satisfaction on customer loyalty among visitors to IKEA Bali. Research was conducted on 120 customers who had shopped at IKEA Bali and visited at least twice. The data collection technique uses a survey method, namely distributing questionnaires and the results are processed using the SPSS 27.0 program. This research uses regression analysis. The results of the hypothesis test show that there is a significant effect between Experiential Marketing on Customer Loyalty and Customer Satisfaction on Customer Loyalty