PERAN KEPUASAN KONSUMEN DALAM MEMEDIASI PENGARUH EXPERIENTAL MARKETING TERHADAP LOYALITAS KONSUMEN
ABSTRACT: The purpose of this
study was to determine the influence of experiential marketing on consumer
loyalty mediated by customer satisfaction. This research was conducted at
Nirvana Beach Corner Dive & Watersport Tanjung Benoa Bali. The size of the
sample taken 155 consumer respondents, with non-probability sampling method in
the form of purposive sampling. Data analysis technique used is path analysis
and test Sobel. The results of this study indicate that 1) Experiental
marketing positive and significant impact on customer satisfaction; 2) Consumer
Satisfaction positive and significant impact on the Customer Loyalty; 3)
Marketing Experiental positive and significant impact on the Customer Loyalty;
4) Role of Customer Satisfaction is significantly mediates the effects of
Experiental Marketing on Consumer Loyalty. The implication of this research is
the company capable of reviewing the aspects of Experiental Marketing and
Customer Satisfaction for both these variables may affect the company's
Consumer Loyalty
KEYWORDS: Experiental
Marketing, Consumer Satisfaction, Consumer Loyalty
Penulis: Astya Dewanthi
Kode Jurnal: jpmanajemendd170041
