THE EFFECT OF EXPERIENTIAL MARKETING AND RETAIL MARKETING MIX ON CONSUMER LOYALTY THROUGH CUSTOMER SATISFACTION AS A MEDIATION VARIABLE IN THE SANJAI DUNSANAK KITO’S FOOD SOUVENIR SHOP

Renol Fernanda (Magister Management, Faculty of Economics, Andalas University)
Syafrizal Syafrizal (Magister Management, Faculty of Economics, Andalas University)

Buletin Studi Ekonomi
VOL.23.NO.2.AGUSTUS 2018

Abstract: The Effect of Experiential Marketing and Retail Marketing Mix on ConsumerLoyalty Through Customer Satisfaction as a Mediation Variable in The Sanjai DunsanakKito’s Food Souvenir Shop. This study aims to examine: 1) the effect of experiential marketingon consumer satisfaction in the Sanjai Dunsanak Kito’s food souvenir shop 2) the effect ofretail marketing mix on consumer satisfaction in the Sanjai Dunsanak Kito's food souvenirshop 3) the effect of customer satisfaction on consumer loyalty in the Sanjai Dunsanak Kito’sfood souvenir shop 4) the effect of experiential marketing on consumer loyalty in the SanjaiDunsanak Kito's food souvenir shop 5) the effect of retail marketing mix on consumer loyaltyin the Sanjai Dunsanak Kito's food souvenir shop 6) the effect of experiential marketing onconsumer loyalty through customer satisfaction as mediation variable in the Sanjai DunsanakKito’s food souvenir shop 7) the effect of retail marketing mix on consumer loyalty throughcustomer satisfaction as a mediating variable in the Sanjai Dunsanak Kito’s food souvenirshop. The object of the research is the food souvenir shop Sanjai Dunsanak Kito. Keywords: Experiential Marketing, Retail Marketing Mix, Customer Satisfaction and CustomerLoyalty.