Abstract
The increasing growth of modern food stalls showed a change in the behavior of consumers, especially for teenagers to fulfill the needs of a representative place to increase social activity. The purpose of this study is to analyze the effect of selfie marketing and customer loyalty with experiential shopping as a mediating role. The authors seek to understand how this selfie marketing to determine the customer loyalty of modern food stalls customer through experiential shopping. Design research using quantitative methods with the approach of the survey. Sample consumer research is the modern method of stalls that add up to 150 people. Sampling method using judgement sampling. The tools of data analysis using the method PLS. Finding suggests that experiential shopping has a significant effect on selfie marketing and experiential shopping and selfie marketing affects customer loyalty on modern food stalls.
Highlights
Modern food stalls are widely found in big cities that offer a relatively affordable menu with a unique, modern and comfortable concept
Evaluation of the measurement model Or the outer model is done through Confirmatory Factor Analysis (CFA), by testing the validity by looking at the Loading Factor value, Average Variance Extracted (AVE), Communality, and testing the reliability of the model by looking at the Cronbach's alpha
Final model shown in figure 2 : Hypothesis 1.a predicts the effect of experiential shopping on selfie marketing customer of modern food stalls in Jambi Province
Summary
Modern food stalls are widely found in big cities that offer a relatively affordable menu with a unique, modern and comfortable concept. Consumers come to modern food stalls because of the desire to eat and drink but the need to socialize with colleagues, friends, and family. Keen competition exists for this type of restaurants. Heung (2007) observed that customers who visit this type of modern restaurant seem to enjoy their food and to enjoy their environment. Little is known about what customers expect and how they select this type of modern restaurant. The increasing growth of modern stalls in the city of Jambi showed that a change in the behavior of consumers, especially the millennium generation in meeting the needs of representative places to increase their social activities. Experiential is an approach to provide information that is more than just information about a product or service by creating a holistic experience for consumers
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