EXPERENTIAL MARKETING MEMPENGARUHI LOYALITAS KONSUMEN KERETA API BANDARA SOEKARNO – HATTA

Abstrak

This study aims to analysis experiential marketing of customer satisfaction and consumer loyalty at the Soekarno-Hatta Airport Railway. This study using experiential marketing as an independent variable, consumer loyalty as a dependent variable, and customer satisfaction as mediating variable. Data collection techniques are using non-probability sampling with purposive sampling. Data collection method used is questionnaire method. Analysis of data research using SPSS 23.0 and SPSS Andrew F. Hayes 3.0. The results of this study indicate that experiential marketing has an effect on customer satisfaction. Then experiential marketing influences consumer loyalty directly, and experiential marketing influences consumer loyalty with customer satisfaction as a mediating variable.