The Influence of Experiential Marketing and Brand Trust on Customer Loyalty Through Customer Satisfaction as an Intervening Variable
Keywords:
Brand Trust, Experiential Marketing, Customer Satisfaction, Customer LoyaltyAbstract
Introduction: This study aims to determine the effect of experiential marketing and brand trust on customer loyalty through customer satisfaction as an intervening variable in case studies at mixue outlets in Denpasar city. The data used in this study came from questionnaire data distributed to mixue consumers in the city of Denpasar.
Methods: The method of determining the sample used purposive sampling and obtained a total sample of 102 respondents. The research method uses the SmartPLS 3.3.3 software program.
Results: From the results of this study it can be concluded that (1) Experiential Marketing has a positive and significant influence on customer satisfaction, (2) brand trust has a positive and significant influence on customer satisfaction, (3) Experiential Marketing has a positive and significant effect on customer loyalty, (4) ) brand trust has a positive and significant effect on customer loyalty, (5) customer satisfaction has a positive and significant effect on customer loyalty, (6) customer satisfaction mediates the effect of Experiential Marketing on customer loyalty Mixue in Denpasar City, (7) customer satisfaction mediates the influence brand trust in Mixue's customer loyalty in Denpasar City.
Conclusions: It is hoped that suggestions can be made so that further research can add more variables and expand the scope of this study to provide a more comprehensive and actionable view.
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