PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN RESTORAN PEMPEK NY. KAMTO DI SURAKARTA

Abstract

ABSTRACT: Culinary business currently has a very rapid development and increasingly fierce competition. In addition the development of the times affect the culture and the attitude of society to consume food and drink outside the home because it is considered more efficient. It requires the owner of a business has an effective marketing strategy in order to compete. One of the marketing strategies that are considered effective is experiential marketing. Experiential marketing is a marketing strategy to be able to create emotions in customers through sense, feel, think, act, and relate. When emotions are formed at the customer are positive, then it will be good effect on the restaurant. Culinary business examined in this study is a Restaurant Pempek Ny. Kamto in Surakarta. This study aims to analyze the influence of experiential marketing on satisfaction and customer loyalty Restaurant Pempek Ny. Kamto in Surakarta. The basic method in this research is descriptive and survey. Sampling using non-probability sampling method with the type of accidental sampling. The sample in this study amounted to 120 respondents. Data collection tool using a questionnaire that was distributed offline and online. Testing instruments and data analysis using the software SmartPLS 3. The results of the study show that experiential marketing significantly influences customer satisfaction and customer loyalty Restaurant Pempek Ny. Kamto in Surakarta. Customer satisfaction influence significantly on customer loyalty and experiential marketing have a significant effect on customer loyalty with customer satisfaction as a mediating variable in the partial.

Keywords: Experiential Marketing, Restaurant Pempek Ny. Kamto, Customer Satisfaction, Customer Loyalty, SEM PLS