PENGARUH EXPERIENTIAL MARKETING TERHADAP CUSTOMER SATISFACTION SERTA DAMPAKNYA PADA LOYALITAS KONSUMEN PADA REFRESHO CAFE DAN RESTO DI KOTA PALU

Abstract

This research aims to: 1) explore and analyze the influence of experiential marketing (sense, feel, think, act, relate) on customer statisfaction; 2) explore and analyze the influence of experiential marketing (sense, feel, think, act, relate) on consumer loyalty, 3) explore and analyze the influence of Customer Satisfaction on consumer loyalty. The research selects 220 customers who visited the restaurant at least 5 timers. Statistical tool used is Structural Equation Modeling (SEM). The results show that: (1) experiential marketing (sense, feel, think, act, relate) significantly affects customers decision to visit Refresho Cafe and Resto statisfaction; 2) experiential marketing (sense, feel, think, act, relate) significantly affects consumer loyalty to revisit Refresho Cafe and Resto;3).Customer Satisfaction significantly affects customer loyalty