The Effect of Experiential Marketing and Experiential Value on Customer Loyalty of Coffee Shops in Mataram City Through Satisfaction as a Mediation Variable

  • Raden Hamidi University of Mataram
  • Hurun Pathiya Ainy University of Mataram
  • Baiq Handayani Rinuastuti University of Mataram
  • Handry Sudiartha Athar University of Mataram
DOI: https://doi.org/10.47814/ijssrr.v5i3.176
Keywords: Experiential Marketing, Experiential Value, Customer Satisfaction, Customer Loyalty

Abstract

There are many things that can influence customer’s loyalty. This study aims to analyze and determine the significance of the influence of experiential marketing and experiential value variables on loyalty and mediated by satisfaction at a coffee shop in Mataram. The type of research used is associative research. The population in this study were visitors of coffee shop in Mataram. The number of samples is 180 people and data analysis using SEM (Structural Equation Modeling)-PLS. The results showed that experiential marketing and experiential value had a direct effect on loyalty and had a significant effect through satisfaction. Experiential Value and Experiential Marketing Variables on Loyalty are quite often studied but there are only a few mediated by satisfaction. Therefore, future researchers can test this further by considering various other factors and also with different research areas

Published
2022-03-01
How to Cite
Hamidi, R., Ainy, H. P., Rinuastuti, B. H., & Athar, H. S. (2022). The Effect of Experiential Marketing and Experiential Value on Customer Loyalty of Coffee Shops in Mataram City Through Satisfaction as a Mediation Variable. International Journal of Social Science Research and Review, 5(3), 67-77. https://doi.org/10.47814/ijssrr.v5i3.176
Issue
Vol 5 No 3 (2022): IJSSRR VOL 5 NO 3 2022 MARCH
Section
Main Articles

Copyright (c) 2022 Hurun Pathiya Ainy, Baiq Handayani Rinuastuti, Handry Sudiartha Athar

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