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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Manengal, Gloria F.
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Economics, Econometrics & Finance

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THE INFLUENCE OF EXPERIENTIAL MARKETING AND CUSTOMER SATISFACTION ON CUSTOMER LOYALTY AT ATTAYA CAFÉ&RESTO Manengal, Gloria F.; Lapian, Joyce S.L.H.V.; Pandowo, Merinda H. C.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol 10, No 1 (2022): JE. Vol 10 No 1 (2022)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (378.536 KB) | DOI: 10.35794/emba.v10i1.37673

Abstract

Customer loyalty is important in every business’s continuity. Experiential marketing and customer satisfaction are two factors that are important in the understanding of customer loyalty from a business destination, especially any food and beverage-based one. This study aims to figure out the influence of experiential marketing and customer satisfaction to customer loyalty of Attaya Café & Resto’s customers. Overall population in this research is all customers of Attaya Café & Resto’s and the chosen sample is 100 respondents. Data analysis uses multiple linear regressions analysis method. This research result proves that experiential marketing and customer satisfaction simultaneously have positive and significant influence customer loyalty of Attaya Café & Resto’s customers. Its’ management have to preserve and boost experiential marketing and customer satisfaction in this dining destination and deliberate other factors that influence the loyalty from Attaya Café & Resto’s customers. Keywords: Experiential marketing, customer satisfaction, customer loyalty
Co-Authors Merinda H. Ch. Pandowo S.L.H.V Joyce Lapian