THE EFFECT OF EXPERIENTIAL MARKETING ON SATISFACTION AND ITS IMPACT ON CUSTOMER LOYALTY

Abstract

The increase of competitiveness among culinary business makes it become a prospect of business development. Meanwhile, recognizing Malang is the second largest city in East Java, which has many tourists both domestic and foreign, the density of activities became the cause of consumers in Malang could not have enough time to prepare food. Therefore, they tend to buy food from Rumah Makan or Traditional Restaurant. Based on those phenomena, it will be an opportunity for culinary business. Thus, it should have a competitive advantage. One proper way is to create a positively unforgettable experience for consumers. Creation of experience that can touch the feelings and emotions of consumers which make consumers feel happy, satisfy and will have a positive impact on loyalty. The purpose of this study is to analyze and explain the influence of Sense, Feel, Think, Act and Relate, the variable Experiential Marketing Customer Satisfaction, while also analyze and explain the effect of Customer Satisfaction to Customer Loyalty. The hypothesis in this study are among other variables of Experiential Marketing that includes Sense, Feel, Think, Act and Relate, have a significant influence on Customer Satisfaction and Customer Satisfaction significant influence on Customer Loyalty. This research is explanatory, using a quantitative approach with survey method. This research method to distribute questionnaires to 100 customers, analyzed using descriptive and inferential statistics such as path analysis (path analysis). The results of this study are all variables Experiential Marketing that includes Sense, Feel, Think, Act and Relate, which have a significant influence on Customer Satisfaction and prove that Customer Satisfaction has a significant influence on Customer Loyalty.