Pengaruh Experiential Marketing Sebagai Suatu Strategi Dalam Menciptakan Kepuasan Dan Dampaknya Terhadap Loyalitas (Survei Pada Pelanggan Waroeng Spesial Sambal “Waroeng Ss” Cabang Sengkaling, Kota Malang)

Abstract

This research aimed to examine and determine the effect of : Experiential Marketing consisting of variables Sense, Feel, Think, Act and Relate to Customer Satisfaction; the effect of Customer Satisfaction to Customer Loyalty; the effect of Experiential Marketing consisting of variables Sense, Feel, Think, Act and Relate to Customer Loyalty; Experiential Marketing on Customer Satisfaction and the impact to Customer Loyalty. The type of research was explanatory research with quantitative approach. The object of this research is Waroeng Special Sambal "Waroeng SS" Branch of Sengkaling's customers in Malang City. The sampling technique that is used was purposive sampling with Machin Champbell's formula and get a sample of 100 respondents. The method that is used in collecting the data is to spread the questionnaire to respondents who have ever made purchases of products in Waroeng Special Sambal "Waroeng SS" branch of Sengkaling Malang City at least two times. Descriptive analysis and path analysis was used as a data analysis techniques