Abstract
Introduction: This research aims to analyze the effect of experiential marketing and emotional marketing on the loyalty of generation Z Muslim customers through satisfaction on the Tokopedia e-commerce platform in Bandar District, Batang Regency. Research Methods: The analytical method used in this research is quantitative analysis method. The population in this study is Tokopedia's Muslim e-commerce customers belonging to Generation Z aged 20-24 years in Bandar District. The total population is 6,568 thousand people. Results: The results of this study indicate that experiential marketing and emotional marketing affect the loyalty of generation Z Muslim customers through satisfaction on the Tokopedia e-commerce platform in Bandar District, Batang Regency. Based on the research, it was found that the people of Bandar Sub-district belonging to Generation Z, aged 20-24 years, use Tokopedia continuously because they are influenced by the experiential marketing and emotional marketing strategies carried out by Tokopedia.
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