文章基本信息

标题：The Effect of Experiential Marketing and Experiential Value on Customer Loyalty of Coffee Shops in Mataram City Through Satisfaction as a Mediation Variable
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作者：Raden Hamidi ; Hurun Pathiya Ainy ; Baiq Handayani Rinuastuti 等
期刊名称：International Journal of Social Science Research and Review
电子版ISSN：2700-2497
出版年度：2022
卷号：5
期号：3
DOI：10.47814/ijssrr.v5i3.176
语种：English
出版社：International Journal of Social Science Research and Review
摘要：There are many things that can influence customer’s loyalty. This study aims to analyze and determine the significance of the influence of experiential marketing and experiential value variables on loyalty and mediated by satisfaction at a coffee shop in Mataram. The type of research used is associative research. The population in this study were visitors of coffee shop in Mataram. The number of samples is 180 people and data analysis using SEM (Structural Equation Modeling)-PLS. The results showed that experiential marketing and experiential value had a direct effect on loyalty and had a significant effect through satisfaction. Experiential Value and Experiential Marketing Variables on Loyalty are quite often studied but there are only a few mediated by satisfaction. Therefore, future researchers can test this further by considering various other factors and also with different research areas