PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING

Abstract

This research is meant to find out the direct and indirect influence to the significance of experimental marketing
to the customer loyalty at G Suites Hotel Surabaya through customer satisfaction. The population is all
customers at G Suites Hotel Surabaya in 2014-2015 periods with the amount of customers are 51.687 people.
The sample collection method has been done by using incidental sampling technique and 100 respondents have
been selected as samples. The data analysis technique has been done by using path analysis. It can be concluded
from the result of this research that Experiential Marketing (EM) has significant direct influence to the
customer loyalty (LK) likewise when it is mediated by the customer loyalty (LK) it has significant influence to
the customer loyalty (LK) so that the customer satisfaction (KK) is the pseudo intervening variable.

Keywords: experiential marketing, customer loyalty, customer satisfaction.