PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS DENGAN EXPERIENTIAL VALUE DAN KEPUASAN SEBAGAI VARIABEL INTERVENING(Studi Pada Pelanggan DCost Seafood Cabang Royal Plaza Surabaya)

Abstract

Abstract

The intense competition of food and beverage industry requires the company to pay attention costumers’ desires that changes rapidly. One of them is D’Cost Seafood. Experiental marketing implementation in D ’Cost Seafood is aimed to differ it to the competitors. The purpose of this study is to analyze and discuss experiental marketing effect of customers loyalty towards the satisfaction and experiental value as an intervening variable. This is a conclusive study and analyzed quantitatively. The sampling method used is nonprobability sampling. AMOS Program is used to analyse the data of study. There are 110 subjects of study that are taken from D’Cost Seafood Surabaya by using Likert scale to count all poss ibilities. The result shows experiental marketing value has direct and significance effect towards experimental value. It can be seen from experiental value towards satisfaction and customers’ loyalty. Besides, there is a direct effect of customers’ satis faction towards loyalty.

Key words: experiental marketing, experiental value,customers’ satisfaction, customers’ loyalty