Apakah Experiential Marketing Dapat Mempengaruhi Consumer Loyalty Melalui Consumer Satisfaction? Studi pada Konsumen Toko Ritel Kecantikan dan Kesehatan
DOI:
https://doi.org/10.32493/jpkpk.v7i1.32126Keywords:
Experiential marketing, customer satisfaction, customer loyalty, toko ritel kecantikan dan kesehatanAbstract
Terdapat dampak besar yang diperoleh dari penerapan experiential marketing yang tepat. Penelitian ini dilakukan untuk menguji kepuasan pelanggan sebagai mediator antara dampak experiential marketing terhadap loyalitas pelanggan. Metode penelitian kuantitatif digunakan untuk meneliti penelitian ini dengan menggunakan skala likert sebagai indikator pengukuran instrumen penelitian. Sampel dari konsumen Guardian di Jabodetabek yang berusia 18 tahun ke atas diambil secara purposive sampling. Target dari penelitian ini adalah konsumen toko ritel kecantikan dan kesehatan. Dalam penelitian ini, perusahaan yang diteliti telah menerapkan strategi pemasaran untuk memberikan pengalaman kepada konsumen. Analisis dilakukan terhadap variabel experiential marketing, customer satisfaction, dan customer loyalty. Hasil positif diperoleh dalam penelitian ini sehingga dapat menjawab hipotesis. Terdapat implikasi teori dan praktis yang dihasilkan dari penelitian ini.
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