PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS KONSUMEN YANG DIMEDIASI VARIABEL KEPUASAN KONSUMEN (Studi Kasus: Fitness First Cabang Oakwood)

Doan Fortio Panjaitan

Abstract


ABSTRAK

Tesis ini membahas mengenai dampak Experiential Marketing yang dirasakan oleh konsumen Fitness First cabang Oakwood sebagai pengalaman dari segi Sense, Feel, Think, Act, dan Relate dan pengaruhnya terhadap loyalitas konsumen dimana kepuasan konsumen sebagai variabel mediasi. Penelitian ini merupakan penelitian kualitatif yang menggunakan 140 sampel dengan menggunakan metode SEM (structural equation modeling). Hasil dari penelitian ini mengatakan bahwa loyalitas konsumen dapat ditingkatkan dengan menerapkan experiential marketing dalam strategi pemasaran. Hasil penelitian juga menunjukkan bahwa experiential marketing akan meningkatkan kepuasan konsumen, dan konsumen yang puas akan meningkatkan loyalitas.

Kata Kunci : Experiential Marketing, Kepuasan Konsumen, Loyalitas Konsumen

ABSTRACT

This thesis discusses the impact of Experiential Marketing felt by Oakwood Fitness First's customers as experience in terms of Sense, Feel, Think, Act, and Relate and its influence on consumer loyalty where consumer satisfaction as mediation variable. This research is a qualitative research using 140 samples by using SEM method (structural equation modeling). The results of this study say that consumer loyalty can be improved by applying experiential marketing in marketing strategy. The results also show that experiential marketing will increase consumer satisfaction, and satisfied consumers will increase loyalty.

Keywords: Experiential Marketing, Consumer Satisfaction, Consumer Loyalty

 


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References


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DOI: https://doi.org/10.52447/mmj.v4i1.711

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