Analisis Faktor-faktor Experiential Marketing Dan Pengaruhnya Terhadap Loyalitas Pelanggan (Survei Pada Pelanggan Legend Coffee Malang)

Abstract

The purpose of this research is to determine and explain the factors that formed Experiential Marketing, and determine the influence of the factors that formed Experiential Marketing toward Customer Loyalty. This research is an explanatory reseacrh with quantitative methods. The variables used in this study are experiential marketing that divided into Sense, Feel, Think, Act, Relate and Customer Loyalty. The population in this study is Customers Legend Coffee Malang who have visited Legend Coffee Malang at least twice and at least 17 years old. The sampling technique that use in this research is purposive sampling and data collection method by questionnaire that distributed to 113 respondents. Analysis method of data use factor analysis and multiple regression analysis. The analysis in this study resulted five factors that formed Experiential Marketing consist of Feel, Act, Sense, Relate, and Think. The five factor showed that have significant effect together and partially toward Customer Loyalty. The result of multiple regression analysis showed that Think Factor has dominant influence toward Customer Loyalt