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All Journal Jurnal Online Mahasiswa (JOM) Bidang Keguruan dan Ilmu Pendidikan Jurnal Ilmu-Ilmu Peternakan (Indonesian Journal of Animal Science) Syntax Literate: Jurnal Ilmiah Indonesia Jurnal Ilmiah Pena: Sains dan Ilmu Pendidikan Pendas : Jurnah Ilmiah Pendidikan Dasar AkMen JURNAL ILMIAH Al-Mujahidah : Jurnal Pendidikan Guru Madrasah Ibtidaiyah Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management Jurnal Pengabdian Cendekia
Raodatul Jannah
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Religion Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences Other

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DIGITAL MARKETING AND EXPERIENTIAL MARKETING IN BUILDING CUSTOMER LOYALTY THROUGH TRUST Raodatul Jannah; Satoto, Eko Budi; Qomariah, Nurul
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.906

Abstract

This study examines the role of digital marketing and experiential marketing in shaping customer loyalty through customer trust in micro-culinary businesses, particularly angkringan in Situbondo Regency. The rapid growth of digital platforms has changed how small food vendors interact with consumers, yet many traditional businesses still face challenges in converting digital engagement and on-site experiences into sustained loyalty. This research addresses how digital marketing and experiential marketing influence customer loyalty and whether customer trust mediates these relationships. The study offers novelty by integrating both marketing approaches into a single structural model, positioning customer trust as an intervening variable within the underexplored context of traditional micro-culinary businesses. A quantitative method was applied using a cross-sectional survey of 385 angkringan customers. Data were collected through structured questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. The results show that digital marketing and experiential marketing have positive and significant effects on both customer trust and customer loyalty. Customer trust also significantly influences loyalty and partially mediates the relationship between experiential marketing and loyalty. The findings highlight the importance of combining digital strategies with meaningful customer experiences to build trust and sustain long-term customer loyalty.
Co-Authors -, Nurul kemala Dewi Arifin, Nurfadillah Annisa Bahri Syamsuryadi Bq. Maylinda gemantar Eko Budi Satoto Hesti Heni Handayani Hety Heni Handayani I Gust i Ngurah Wairocana Jismulatif, Jismulatif Junaedi Khaeruddin Khaeruddin M. Jabal Nur Maria Safriyanti Muh. Bustomi Abdul Gani Nurlaila Hasmi Nurul Qomariah Nurwahidah Putri Nirwana Risa Rukmana Safruddin Siti Istiningsih Sumarlin Wilayatul Ulia Yusdiana .