PENGARUH EXPERIENTAL MARKETING DAN PRICE FAIRNESS TERHADAP LOYALITAS CUSTOMER PATIO COFFEE HUB KOTA SURABAYA - Dimas Bayu Arya Putra; Sugeng Purwanto (Fakultas Pertanian, Universitas Janabadra, 2023)
The purpose of this research is to determine the effect of experiential marketing and price fairness on customer loyalty at Patio Coffee Hub. The data analysis method is SEM-PLS analysis. The results of the study show that experiential marketing contributes to customer loyalty at Patio Coffee Hub Surabaya. This shows that the higher or better the Experiential Marketing, the higher the consumer's interest in doing Customer Loyalty. Price fairness contributes to Patio Coffee Hub Surabaya's customer loyalty. This shows that prices that match the quality of Patio Coffee Hub Surabaya products will generate consumer interest in customer loyalty. Keywords: Customer loyalty, experiential marketing, price fairness. INTISARITujuan riset ini untuk mengetahui pengaruh experiental marketing dan price fairness terhadap loyalitas pelanggan di Patio Coffee Hub. Metode analisis data berupa analisis SEM-PLS. Hasil penelitian menunjukkan bahwa experiental marketing berkontribusi terhadap loyalitas customer Patio Coffee Hub Surabaya. Hal ini menunjukkan bahwa semakin tinggi atau baik Experiental Marketing maka semakin tinggi juga minat konsumen untuk melakukan Loyalitas Customer. Price fairness memberikan kontribusi terhadap loyalitas customer Patio Coffee Hub Surabaya. Hal ini menunjukkan bahwa harga yang sesuai dengan kualitas produk Patio Coffee Hub Surabata akan menimbulkan minat konsumen untuk melakukan Loyalitas Customer. Kata Kunci: Loyalitas pelanggan, experiental marketing, price fairness.