Pengaruh Experiential Marketing Terhadap Brand Loyalty Melalui Customer Satisfaction - Maulana, Kemal Anugrah; Moko, Wahdiyat (Jurnal Manajemen Pemasaran dan Perilaku Konsumen, 2023)
The large number of moviegoers in Indonesia indicates that cinema is an attractive means of entertainment for many groups. Cinema XXI, one of the largest cinema distribution companies in Indonesia, has been very reliable in offering the experience of watching movies in a cinema. Therefore, the influence of the viewing experience they offer on customer satisfaction and brand loyalty needs to be investigated. This type of research is descriptive with quantitative methods. Sampling used is non-probability sampling with purposive sampling method which is done through a questionnaire. The number of samples used was 130 respondents with a minimum age of 17 years, domiciled in South Tangerang, and had visited Cinema XXI Bintaro Jaya Xchange. Data were analyzed via SmartPLS 3.0. The results obtained are that Experiential Marketing influences Customer Satisfaction by 63.4%, while 36.6% is influenced by other variables not discussed in this study. In addition, Experiential Marketing and Customer Satisfaction also affect Brand Loyalty by 56.5%, the remaining 43.5% is influenced by other variables not discussed in this study.   Abstrak Banyaknya jumlah penonton film di Indonesia menandakan bahwa bioskop merupakan suatu sarana hiburan yang menarik bagi banyak kalangan. Cinema XXI, salah satu perusahaan penyalur bioskop terbesar di Indonesia, sudah sangat handal dalam menawarkan pengalaman menonton film di bioskop. Oleh karena itu, pengaruh pengalaman menonton yang mereka tawarkan terhadap kepuasan pelanggan serta loyalitas merek perlu diteliti. Jenis penelitian ini adalah deskriptif dengan metode kuantitatif. Pengambilan sampel yang digunakan adalah non-probability sampling dengan metode purposive sampling yang dilakukan melalui kuesioner. Jumlah sampel yang digunakan sebanyak 130 responden dengan ketentuan berusia minimal 17 tahun, berdomisili di Tangerang Selatan, dan pernah mengunjungi Cinema XXI Bintaro Jaya Xchange. Data dianalisis melalui SmartPLS 3.0. Hasil yang didapat adalah Experiential Marketing memengaruhi Customer Satisfaction sebanyak 63.4%, sedangkan sebanyak 36.6% dipengaruhi oleh variabel lain yang tidak dibahas dalam penelitian ini. Selain itu, Experiential Marketing dan Customer Satisfaction juga memengaruhi Brand Loyalty sebesar 56.5%, sisanya sebesar 43.5% dipengaruhi oleh variabel lain yang tidak dibahas dalam penelitian ini.