The Effect Of Experiential Marketing Toward Customer Loyalty (Empirical Study Of Fast Food Restaurants In Padang City)

Abstract

Activity and limited of time to fulfill necessity caused people like instant things. Food sector is the main target for this pattern of act. Padang city is center of government, business and has several universities that bring people from other city to Padang. so that, food sector is targeted, especially young people who spend more time outside. The purpose of this study is to find out: the sense, feel, think, act, and relate affect toward customer loyalty of fast food restaurants in Padang city. This research used quantitative methods and uses SEM-PLS analysis to test research model. The observation unit in this study was 150 fast food restaurant customers in Padang City. In measuring variable used likert scale. The results found that the feel, and act have a significant effect toward customer loyalty of fast food restaurants in Padang City. While sense, think and relate do not have a significant effect on consumer loyalty toward fast food restaurants in Padang City.