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Research Paper | Business Management | Indonesia | Volume 6 Issue 9, September 2017 | Rating: 7 / 10
The Effect of Experiental Marketing on Customer Satisfaction and Loyalty Restaurant 150 Eatery in Bogor
Andrianto Ekoputra, Hartoyo, Dan Dodikridho Nurrochmat
Abstract: The purpose of this study is to determine the effect of Experiental Marketing on customer satisfaction and loyalty at 150 Eatery Restaurant Bogor. The population in this study is all the customers who has visited or are visiting 150 Eatery. Method of sampling is done by purposive sampling method, with the number of 175 respondents. Research hypothesis testing uses analysis of Structural Equation Modeling (SEM). The results showed that Experiental Marketing has a significant and positive impact on customer satisfaction. Customer satisfaction also has a significant and positive effect on customer loyalty, but Experiental Marketing has no direct effect on customer loyalty.
Keywords: Experiental Marketing, Satisfaction, Loyalty
Edition: Volume 6 Issue 9, September 2017,
Pages: 267 - 271