PENGARUH EXPERIENTIAL MARKETING TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER ENGAGEMENT SEBAGAI VARIABEL INTERVENING DARI IKEA CIPUTRA WORLD
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https://doi.org/10.9744/pemasaran.17.2.81-89
Keywords:
customer engagement, customer loyalty, experiential marketingAbstract
Tujuan dari dilaksanakannya penelitian ini adalah untuk menganalisis pengaruh dari Experiential Marketing yang dilakukan di outlet terhadap Customer Loyalty pada IKEA Ciputra World dan dimediasi oleh Customer Engagement. Pengumpulan data untuk penelitian ini dilakukan dengan cara survey secara langsung di IKEA Ciputra World dan secara online melalui Line, Whatsapp, dan Instagram. Jumlah responden yang berhasil diperoleh dan diolah datanya sebesar 116 responden. Responden penelitian adalah customer IKEA Ciputra World yang pernah berkunjung dan melakukan pembelian sebanyak minimal 2x dalam 6 bulan terakhir. Alat yang dilakukan untuk proses pengolahan data adalah pendekatan model struktural dengan teknik Partial Least Square (PLS-SEM). Hasil dari penelitian ini menunjukkan bahwa Experiential Marketing berpengaruh secara signifikan terhadap Customer Loyalty, Experiential Marketing berpengaruh secara signifikan terhadap Customer Engagement, Customer Engagement berpengaruh secara signifikan terhadap Customer Loyalty, dan Customer Engagement meng-intervening secara signifikan antara Experiential Marketing terhadap Customer Loyalty.
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Copyright (c) 2023 Aureleen Lee Santoso, Edwin Japarianto, Trixie Nova Bella Tandijaya, Fransisca Andreani
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