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Fauziah, Nuffuz
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE INFLUENCE OF EXPERIENTIAL MARKETING ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION AS A MEDIATING VARIABLE (A STUDY OF KOPI JANJI JIWA) Genoveva; Fauziah, Nuffuz
JEMI is managed and published by the Management Study Program, Faculty of Economics and Business, Kutai Kartanegara University. Institutional legality is reflected in the ISSN number: 1411-9560 published by LIPI in 2003 as a manifestation of the comm Vol 25 No 1 (2025)
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53640/jemi.v25i1.1952

Abstract

This study aims to analyze whether experiential marketing affects consumer loyalty with customer satisfaction as a mediating variable in Janji Jiwa Coffee Shop. The research is based on a questionnaire data source that was distributed to consumers who made purchases during the Covid-19 pandemic. The number of samples used was 175 respondents. The method used is a quantitative method. The data obtained were analyzed using Partial Least Square (PLS) -SEM through SmartPLS 3.0 software. The sampling technique using purposive sampling is a sampling technique based on consideration of certain criteria and conditions and must represent the population to be studied. The results showed that the experiential marketing variable had a positive and significant effect on customer satisfaction. This is because several factors affect customer satisfaction, namely sense, feel, think, act, and relate. Consumer satisfaction has a positive and significant effect on consumer loyalty. And experiential marketing has a positive and significant influence on consumer loyalty mediated by customer satisfaction.
THE INFLUENCE OF EXPERIENTIAL MARKETING ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION AS A MEDIATING VARIABLE (A STUDY OF KOPI JANJI JIWA) Genoveva; Fauziah, Nuffuz
JEMI is managed and published by the Management Study Program, Faculty of Economics and Business, Kutai Kartanegara University. Institutional legality is reflected in the ISSN number: 1411-9560 published by LIPI in 2003 as a manifestation of the comm Vol 25 No 1 (2025)
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53640/jemi.v25i1.1952

Abstract

This study aims to analyze whether experiential marketing affects consumer loyalty with customer satisfaction as a mediating variable in Janji Jiwa Coffee Shop. The research is based on a questionnaire data source that was distributed to consumers who made purchases during the Covid-19 pandemic. The number of samples used was 175 respondents. The method used is a quantitative method. The data obtained were analyzed using Partial Least Square (PLS) -SEM through SmartPLS 3.0 software. The sampling technique using purposive sampling is a sampling technique based on consideration of certain criteria and conditions and must represent the population to be studied. The results showed that the experiential marketing variable had a positive and significant effect on customer satisfaction. This is because several factors affect customer satisfaction, namely sense, feel, think, act, and relate. Consumer satisfaction has a positive and significant effect on consumer loyalty. And experiential marketing has a positive and significant influence on consumer loyalty mediated by customer satisfaction.
THE INFLUENCE OF EXPERIENTIAL MARKETING ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION AS A MEDIATING VARIABLE (A STUDY OF KOPI JANJI JIWA) Genoveva; Fauziah, Nuffuz
JEMI is managed and published by the Management Study Program, Faculty of Economics and Business, Kutai Kartanegara University. Institutional legality is reflected in the ISSN number: 1411-9560 published by LIPI in 2003 as a manifestation of the comm Vol 25 No 1 (2025)
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53640/jemi.v25i1.1952

Abstract

This study aims to analyze whether experiential marketing affects consumer loyalty with customer satisfaction as a mediating variable in Janji Jiwa Coffee Shop. The research is based on a questionnaire data source that was distributed to consumers who made purchases during the Covid-19 pandemic. The number of samples used was 175 respondents. The method used is a quantitative method. The data obtained were analyzed using Partial Least Square (PLS) -SEM through SmartPLS 3.0 software. The sampling technique using purposive sampling is a sampling technique based on consideration of certain criteria and conditions and must represent the population to be studied. The results showed that the experiential marketing variable had a positive and significant effect on customer satisfaction. This is because several factors affect customer satisfaction, namely sense, feel, think, act, and relate. Consumer satisfaction has a positive and significant effect on consumer loyalty. And experiential marketing has a positive and significant influence on consumer loyalty mediated by customer satisfaction.
Co-Authors Genoveva