Abstract
PT. PAL Indonesia (Persero) as one of the strategic industries engaged in the construction of ships, nonship construction and ships/non-ship repair & maintenance. Less optimal the company in implementing marketing approaches and marketing management system planning demand-oriented and customer satisfaction to customer loyalty towards the company still needs improvement. This study aims to analyze and prove Experiential Marketing and Customer Relationship Management effect significantly to Customer Loyalty PT. PAL Indonesia. Type of research is explanatory researchs, research approach uses quantitative approach. Research location at PT. PAL Indonesia and sample in this research is 60 customer companies. The result of the research show that Experiential Marketing and CRM simultaneously and partially influence on customer loyalty PT. PAL Indonesia (Persero).
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