ANALISIS PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN: Kasus Hypermart Malang Town Square (MATOS)
Abstract: This study aims to
describe the influence of Experiential Marketing on Customer Loyalty through
Customer Satisfaction as an intermediate variable. Explanatory research wasconducted
by using questionnaire survey on 50 respondents as the customer of Hypermart Malang
Town Square (MATOS). Path analysis was used to analyse the research data. The result
shows that Experiential Marketing has significantly influence the Customer
Loyalty in Retail Business and Customer Satisfaction as an intermediate
variable. Based on this result, Hypermart of Malang Town Square should maintain
and continue to provide a good experience to customers through experiential
marketing so it can increase their satisfaction. In addition, the need for the
Hypermart of Malang Town Square continues to maintain and deliver customer
satisfaction in order to achieve customer loyalty.
Penulis: Andriani Kusumawati
Kode Jurnal: jpmanajemendd110329
