The Influence of Experiential Marketing on Loyalty and Customer Satisfaction (The Case Study in the English Village in Pare, Kediri, East Java)

Abstract

The research objective is to study the influence of experiential marketing on loyalty and customer satisfaction. The experiential marketing concept contains sense, feel, think, act and relate which became the predictor variable (X), customer satisfaction the intervening variable (Z), and loyalty variable the bound variable (Y). In this research, primary and secondary data were used. The primary data were obtained from many sources such as journals, books, magazines, and internet, while the primary data were obtained from questioners. The respondents were both male and female students learning in the English Village Pare, and have taken the course for two months. The number of sample respondents was 140 which were derived in non-random, while the data analysis method used path analysis by operating smart PLS Software. The validity and reliability of the data were examined before they were declared valid and reliable. From the results, it is found that experiential marketing variable influences customer satisfaction in spite of only sense, feel, and think dimensions. The influence is not only stuck on the satisfaction, yet from the satisfaction, there is a positive and significant influence on loyalty.