PENGARUH EXPERIENTAL MARKETING, KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN DAN LOYALITAS KONSUMEN

Abstract

This study aims to examine the influence of experiential marketing, product quality on customer satisfaction and consumer loyalty at PT Petrochemical Kayaku. In this study the population is all consumers who use PT Petrochemical Kayaku products. This sampling method uses a purposive sampling method, using a sample of 100 respondents. Data sources used are primary data and secondary data. The method used in this study is multiple linear regression analysis using SPSS calculations (Statistical Product and Service Solution). The classic assumption test used has met the specified criteria. The results of the t (partial) test that experiential marketing (EM), product quality (KP) partially have a positive and significant effect on consumer satisfaction (KK) and consumer loyalty (LK) at PT Petrochemical Kayaku. This study concludes that the two independent variables (EM) and (KP) have a significant relationship to consumer lottery, mediating variables (KK) are able to mediate (EM) and (KP) against FIs. So it can be said independet variables and mediating variables have a significant relationship to the dependent variable.
Keywords: experiential marketing, product quality, customers satisfaction, customers loyalty