Pengaruh Experiential Marketing terhadap Kepuasan Pelanggan dan Dampaknya pada Loyalitas Pelanggan (Survei pada Pelanggan Tempat Wisata Jawa Timur Park 1 Kota Wisata Batu)

摘要

This research aims to examine the effect of : Experiential Marketing on Customer Satisfaction, Customer Satisfaction on Customer Loyalty, Experiential Marketing on Customer Loyalty. The kind of research used by explanatory research with quantitive approach. The object of this research is customer of Jatim Park 1. The sample technique that is used is pirposive sampling. The sample in this research is 112 respondent. Methods used in collecting data is to spread the poll to respondents who had visited Jatim Park 1 at least two times. This research is using descriptive analysis and path analysis. The results of path analysis that was obtained from this research is Experiential Marketing having significant influence on Customer Satisfaction with standardized coefficients of 0,782 and the probability 0,000 (p < 0,05). Customer Satisfaction has no significant influence on Customer Loyalty with standardized coefficients of 0,196 and probability 0,121 (p > 0,05). Experiential Marketing having significant influence on Customer Loyalty with standardized coefficients of 0,414 and the probability 0,001 (p < 0,05).