The influence of experiential marketing on customer loyalty of sawah coffee shops in Pematangsiantar City
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Jun 28, 2023
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Abstract
This study was analyzed using descriptive analysis and a quantitative approach. This study aims to determine the effect of experiential marketing on customer loyalty at Sawah Coffee Shop, Pematangsiantar City. This study uses two variables, namely experiential marketing as the independent variable (X) and customer loyalty as the dependent variable (Y). The sample in this study were 50 respondents who were customers of the Sawah Coffee Shop, Pematangsiantar City, using a questionnaire as a data collection tool. This study uses quantitative research using simple linear regression analysis method. Based on the test results of the coefficient of determination, the result is 0.691. This shows that experiential marketing has an effect of 69.1% on customer loyalty and the remaining 30.9% is influenced by other factors not examined by the author.
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How to Cite
Sinaga, F., Budiman, A., & Nurfitriya, M. (2023). The influence of experiential marketing on customer loyalty of sawah coffee shops in Pematangsiantar City. Enrichment : Journal of Management, 13(2), 1219-1226. https://doi.org/10.35335/enrichment.v13i2.1364
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Soliha, E., Aquinia, A., Hayuningtias, K. A., & Ramadhan, K. R. (2021). The influence of experiential marketing and location on customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 1327-1338.
Samsu, Nur., Hayati, Nur. 2013. Pengaruh Experiential Marketing Terhadap Kepuasan Pelanggan (Studi Pada Pelanggan Sams Parfum Refill). Jurnal Sains Manjemen & Akuntansi, Vol 6 No 2. Hal 24-33. http://jsma.stan-im.ac.id/pdf/vol6/2/JSMA tanggal akses 19 November 2022
Vernawati, D.D., dan Dwi, K. 2015. Pengaruh Experiential Marketing Terhadap Kepuasan Pelanggan di Heritage Coffee Batam. Jurnal Manajemen Bisnis. Hal 115-121. http://administrasibisnis .studentjournal.ub.ac.id/ index.php/jab/article/view/1120 tanggal akses 19 November 2022.
Azize Sahin, Cemal Zehir, Hakan Kitapçı, The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands, Procedia - Social and Behavioral Sciences, Volume 24, 2011, Pages 1288-1301, ISSN 1877-0428, https://doi.org/10.1016/j.sbspro.2011.09.143.
Chang, Wen-Jung. 2020. Experiential marketing, brand image and brand loyalty: A case study of Starbucks. British Food Journal 123: 209–23. [Google Scholar] [CrossRef].
C. Tang, L. Guo, and M. Gopinath, “A social-cognitive model of consumer well-being,” Journal of Service Research, vol. 19, no. 3, pp. 307–321, 2016. View at: Publisher Site | Google Scholar.
Elvira Tabaku and Mirela Zerellari (Mersini), (2015), BRAND LOYALTY AND LOYALTY PROGRAMS; A LITERATURE REVIEW, Romanian Economic Business Review, 10, (2), 71-86.
Dumat, Faly, dkk. 2018. Pengaruh Experiential Marketing terhadap Loyalitas Pelanggan pada Rumah Kopi (Studi Kasus pada Van Ommen Coffee Manado. Jurnal EMBA Vol.6 No.4 September 2018, Hal. 3493-3502. https://ejournal.unsrat.ac.id/index.php/emba/article/view/21622/21325 tanggal akses 19 November 2022.
Febrianti, I. N., & Keni, K. (2021). Pengaruh Experiential Marketing dan Service Quality terhadap Customer Loyalty: Customer Satisfaction sebagai Variabel Mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(1), 56–61. https://doi.org/10.24912/jmbk.v5i1.10400
Gheorghe IR, Purcărea VL, Schmitzer AG, Gheorghe CM. Enhancing the principles of experiential marketing in ophthalmology services. Rom J Ophthalmol. 2021 Oct-Dec;65(4):371-378. doi: 10.22336/rjo.2021.73. PMID: 35087979; PMCID: PMC8764428.doi:
Hongshen Liu ,1Yuying F &1and Hao He.2020. The Mechanism of the Effects of Experiential Marketing on Urban Consumers’ Well-Being.Complexity Journal Volume 2020 | Article ID 8813906 | https://doi.org/10.1155/2020/8813906.
Ihtiyar, Ali, Mehmet Barut, and Hatice Gulsah Ihtiyar. 2019. Experiential marketing, social judgements, and customer shopping experience in emerging markets. Asia Pacific Journal of Marketing and Logistics 31: 499–515. [Google Scholar] [CrossRef].
Kotler, P., dan Amstrong, G, M. 2017. Principles of Marketing. United Kingdom: Pearson.
http://riset.unisma.ac.id/index.php/jrm/article/view/4676/4237 tanggal akses 19 November 2022.
Kotler, Philip and Kevin Lane Keller, (2016): Marketing Management, 15th Edition New Jersey: Pearson Pretice Hall, Inc.
Kelley, D., & Brown, T. (2018). An introduction to Design Thinking. Institute of Design at Stanford.. https://doi.org/10.1027/2151-
Lazuardi, Dania, 2022. Memahami Pentingnya Lingkungan Pemasaran (Marketing Environment) Dalam Kesuksesan Bisnis. https://inmarketing.id/lingkungan-pemasaran-adalah.html | in Marketinghttps://inmarketing.id/author/dania-lazuardi/page/5
Lispentia, Elpa Lispentia., Trijumansyah, Andri. 2017. Pengaruh Experiential Marketing terhadap Loyalitas Pelanggan pada Bridal dan Salon di Cimareme. Konferensi Nasional Ilmu Sosial & Teknologi (KNiST) Maret 2017. Hal 198-203. http://seminar.bsi.ac.id/knist/index.php/UnivBSI/article/view/77 tanggal akses 19 November 2022
Lindgreen, A. and Vanhamme, J. (2016), “Viral marketing: the use of surprise”, in Clarke, I.C. III and Flaherty, T.B. (Eds.), Advances in Electronic Marketing, Idea Group Publishing, Hershey, Pennsylvania, pp. 122-138.
Ludin, I.H., & Cheng, B.L. (2014). Factors Influencing Customer Satisfaction and E-Loyalty: Online Shopping Environment among the Young Adults. Management Dynamics in the Knowledge Economy Journal, 2, 462-471.
Mankiw, Gregory, Euston Quah, Peter Wilson. (2013). Pengantar Ekonomi Makro.Jakarta : Salemba Empat..
Michella, Clarisa, dkk. 2018. Pengaruh Experiential Marketing terhadap Loyalitas Konsumen pada PT. Hasjrat Abadi Outlet Yamaha Karombasan di Manado. Jurnal EMBA Vol.6 No.4 September 2018, Hal. 2988 – 2997. https://ejournal.unsrat.ac.id/index.php/emba/article/view/21212 tanggal akses 19 November 2022.
Nasution, & Kartajaya. (2018). Inovasi. Yogyakarta: CV. ANDI OFFSET.
Niswatun dan Tri, Y. 2016. Pengaruh Experiential Marketing dan Kualitas produk Terhadap Kepuasan Pelanggan Pada Rumah Makan Soto Ayam Lamongan Cak Har. Jurnal Ilmu dan Riset Manajemen, Vol. 5 No 6, Hal 1-14. https://ejournal.stiesia.ac.id/jirm/article/view/1569 tanggal akses 19 November 2022
Sahhar, Y. and Loohuis, R. (2022), "Characterizing the spaces of consumer value experience in value co-creation and value co-destruction", European Journal of Marketing, Vol. 56 No. 13, pp. 105-136. https://doi.org/10.1108/EJM-04-2020-0313.
Soliha, E., Aquinia, A., Hayuningtias, K. A., & Ramadhan, K. R. (2021). The influence of experiential marketing and location on customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 1327-1338.
Samsu, Nur., Hayati, Nur. 2013. Pengaruh Experiential Marketing Terhadap Kepuasan Pelanggan (Studi Pada Pelanggan Sams Parfum Refill). Jurnal Sains Manjemen & Akuntansi, Vol 6 No 2. Hal 24-33. http://jsma.stan-im.ac.id/pdf/vol6/2/JSMA tanggal akses 19 November 2022
Vernawati, D.D., dan Dwi, K. 2015. Pengaruh Experiential Marketing Terhadap Kepuasan Pelanggan di Heritage Coffee Batam. Jurnal Manajemen Bisnis. Hal 115-121. http://administrasibisnis .studentjournal.ub.ac.id/ index.php/jab/article/view/1120 tanggal akses 19 November 2022.