Corresponding Author: Beda
Bramantoko
Email: [email protected]
INTRODUCTION
Customer loyalty is a topic that is always
interesting to discuss. According to (Wilson et
al., 2021), companies can increase market share and
position in an industry with customer loyalty. Loyalty can be evidence that
indicates that customers will regularly repurchase the goods and services they
like in the future (Setiawan et
al., 2020). Suppose the company succeeds in increasing
the number of loyal customers. In that case, the company will gain and increase
its profits (Wilson et
al., 2021). Therefore, customer loyalty plays a vital
role in gaining a competitive advantage for companies
(Alshurideh et al., 2017).
According to Piotr, three characteristics
show that customers have loyalty. First, customers spend more money to purchase
a product or service from a company. Second, customers will influence and
invite other people to buy goods or services provided by the company. Lastly,
customers feel that the company's goods and services are essential to obtain (Zena &
Hadisumarto, 2012).
Customer loyalty is the tendency of customers
to consistently choose a particular brand or company over others, often due to
positive experiences, satisfaction, trust, or perceived value associated with
the brand or company's products or services.Customer loyalty can have an
influence, namely experiential marketing (Basuki &
Tyastuti, 2020); (Karuniatama
et al., 2020); (Paulose &
Shakeel, 2022); (Zena &
Hadisumarto, 2012). The second factor that influences customer
loyalty is service quality (Alshurideh et
al., 2017); (Arianto,
2017); (Budiarta
& Fachira, 2017); (Rashid, 2013)
; (Paulose &
Shakeel, 2022); (Pragunadi et
al., 2018); (Pramuditha et
al., 2021); (Rahman et
al., 2022); �(Siddiqi,
2011). The third factor that influences customer
loyalty is customer satisfaction (Arianto,
2017); (Rashid, 2013);
(Paulose &
Shakeel, 2022); (Pragunadi et
al., 2018); (Pramuditha et
al., 2021); (Rahman et
al., 2022); (Setiawan et
al., 2020); (Siddiqi,
2011); (Wilson et
al., 2021); (Zena &
Hadisumarto, 2012).
According to (Wilson et
al., 2021), customer loyalty is a commitment customers
make to buy a product or service offered by the company in the future. Customer
loyalty occurs when customers intend to repurchase similar products or services
from a company, maintain an optimistic attitude toward the company, and
recommend its services to others (Islam et al.,
2021). (Budiarta
& Fachira, 2017) . This is in line with what (Zena & Hadisumarto, 2012) said(Zena & Hadisumarto, 2012), namely,
customer loyalty can make customers show an attitude of intention that can make
them buy products produced by the company and create a relationship between
customers and the company. A company's success as a whole, not only from a
financial perspective, is a result of customer loyalty to the company (Wilson et
al., 2021). For this reason, customer loyalty is
essential for companies.
The study of previous research on customer
loyalty was the basis for conducting experiential marketing research using
Sense, feel, think, act, and relate as independent variables on customer
loyalty through customer satisfaction in one of the fast fashion businesses,
Uniqlo. According to (DetaNatasya
& Maridjo, 2022), Uniqlo is a fashion brand that is well
known in Indonesia and is in demand because it sells products at low prices but
with high quality. Researchers want to study fast fashion because, according to
(Ni Kadek,
2021), fast fashion is currently able to develop
rapidly globally because it is designed quickly to follow trends in each
season. Fast fashion also gets excellent attention from the public because it
can produce fashion-trend products at affordable prices (Ni Kadek,
2021). In 2019, the fashion industry experienced
enormous development, which ultimately significantly influenced the birth of
fast fashion in Indonesia (Kornelis,
2022). (Kornelis,
2022) also added that the increase in the fast
fashion market must be distinct from the tastes of today's young people. Some
of the famous fast fashion brands currently are Zara (Spain), H&M (Sweden),
Uniqlo (Japan), and others. The reason researchers chose Uniqlo is because
Uniqlo is a retail business from Japan that is not only developing well in
Japan and Indonesia but is also spread across several regions in Asia and is
the largest retail network in Asia (DetaNatasya
& Maridjo, 2022).
Based on the
background above, this research aims to determine and analyze the influence of
experiential marketing (Sense, relate, feel, think, and act) on customer
loyalty mediated by Fast Fashion Uniqlo customer satisfaction. So, the benefit
of this research is an in-depth understanding of how experiential marketing
elements, such as Sense, relate, feel, and think. The act can influence
customer loyalty in the context of the Fast Fashion industry, especially for
the Uniqlo brand. This research can be a valuable guide for marketing
practitioners to design more effective strategies, increase customer
satisfaction, and strengthen customer bonds with the brand.
METHOD
The philosophy of positivism aligns closely with the research objectives in
this quantitative study, particularly in its emphasis on empirical evidence and
the use of systematic data collection techniques. Positivism asserts that
knowledge is derived from observable phenomena and emphasizes the importance of
quantifiable data in understanding the world. In this context, the use of
quantitative research methods, such as surveys or questionnaires, resonates
with positivist principles by providing structured, measurable data that can be
analyzed statistically. By employing a questionnaire as a data collection
technique, researchers aim to gather specific, standardized information from a
sample or population, consistent with the positivist approach of seeking objective
truths through systematic observation and analysis. Therefore, the alignment
between the philosophy of positivism and the research objectives underscores
the commitment to rigorous empirical inquiry and the systematic examination of
quantifiable data to address research questions and hypotheses.
The research population is Uniqlo fast fashion customers. The sample uses
non-probability sampling (Hadiwidjaja,
2014). The consideration for the criteria used in
the research is that Uniqlo fast fashion customers are willing to complete the
Google form. The total sample was 412 people.
The research instrument uses a questionnaire sheet. The Likert scale
questionnaire scoring details are score 1 (STS), score 2 (T.S.), score 3
(R.R.), score 4 (S), finally score 5 (S.S.).
Structural Equation Modeling (SEM) analysis,
which is data analysis, provides a structural picture expressed by a set of
equations, with the SmartPLS 4 application consisting of an outer model test
and an inner model test for hypothesis testing (Ghozali &
Latan, 2015).
Figure 1. Conceptual Framework
Information:
|
|
:
|
The
influence is directly exogenous to endogenous.
|
|
|
:
|
Exogenous
influences on mediation.
|
|
|
:
|
The
influence of mediation on endogenous.
|
RESULTS AND DISCUSSION
Respondent
Description
Table 1. Respondent Description
|
Respondent
description
|
f
|
%
|
|
Gender:
Man
Woman
|
187
225
|
45.4 %
54.6 %
|
|
Age:
< 20
years
20 - 30
years
31 - 40
years old
41 - 50
years old
> 50
years
|
48
195
166
3
0
|
11.7 %
47.3 %
40.3 %
0 %
8.0 %
|
|
Education:
Elementary
School
Junior High
School
Senior High
School
D1/D2/D3
D4/S1
S2
S3
|
1
2
71
172
147
19
0
|
0.2 %
0.5 %
17.2 %
41.7 %
35.7 %
4.6 %
0 %
|
|
Total
|
412
|
100%
|
Table 1, based on the characteristics
of respondents, shows that of the 412 Uniqlo fast fashion customers, the
majority of them are women, with a total of 225 (54.6%), while based on age,
195 (47.3%) are between 20 and 30 years old. Most respondents' last education
was D1/D2/D3, with 172 people (41.7%).
Evaluation of the Measurement Model (Outer
Model)
Validity test
The validity test can
be called outer models
with reflective indicators evaluated with convergent
and discriminant validity. The
results of validity testing are
as follows :
1) Convergent validity testing
Figure 2. Outer Model
Figure 2 explains the results
of the validity analysis of exogenous and endogenous outer loading variable
indicators. The results of
each outer model have a loading factor value above 0.6, so all indicators are
declared valid.
2)
Average
Variance Extracted (AVE) Testing
Table 2. Results of Average
Variance Extracted
|
Variables
|
Average variance extracted
|
|
air
conditioning
|
0.776
|
|
RE
|
0.776
|
|
K P
|
0.658
|
|
L O
|
0.673
|
|
S.E.
|
0.975
|
Source:
Premier Data Processed in 2023
Based on the good results, the AVE value of the indicator shows >0.5 so
that the entire construct can be declared valid.
3)
Discriminant
Validity Testing
Table 3. Discriminant Validity
Results
|
AC
|
RE
|
FE
|
KP
|
LO
|
SE
|
TH
|
|
AC1
|
0.883
|
0.724
|
0.598
|
0,786
|
0,779
|
0,754
|
0,558
|
|
AC2
|
0,878
|
0,676
|
0,656
|
0,778
|
0,755
|
0,749
|
0,604
|
|
RE1
|
0,691
|
0,885
|
0,655
|
0,799
|
0,792
|
0,751
|
0,614
|
|
RE2
|
0,711
|
0,878
|
0,642
|
0,775
|
0,772
|
0,729
|
0,658
|
|
FE1
|
0,711
|
0.736
|
1,000
|
0.795
|
0,769
|
0.682
|
0.543
|
|
KP1
|
0.747
|
0,720
|
0.653
|
0.842
|
0.805
|
0.774
|
0.651
|
|
KP10
|
0,692
|
0.723
|
0.673
|
0.814
|
0.754
|
0,693
|
0.609
|
|
KP2
|
0,706
|
0.707
|
0.671
|
0.801
|
0.765
|
0.717
|
0.597
|
|
KP3
|
0.727
|
0.744
|
0.641
|
0.805
|
0,780
|
0.726
|
0.624
|
|
KP4
|
0.721
|
0.696
|
0.649
|
0.794
|
0.776
|
0.743
|
0.607
|
|
KP5
|
0.689
|
0.727
|
0.646
|
0.791
|
0.765
|
0.718
|
0.611
|
|
KP6
|
0.740
|
0.755
|
0.632
|
0.825
|
0.792
|
0.775
|
0.656
|
|
KP7
|
0.721
|
0.731
|
0.617
|
0.814
|
0.778
|
0.736
|
0.625
|
|
KP8
|
0.733
|
0.724
|
0.655
|
0.808
|
0.778
|
0.736
|
0.619
|
|
KP9
|
0.724
|
0,720
|
0.618
|
0.818
|
0.778
|
0.757
|
0.641
|
|
LO1
|
0,700
|
0.718
|
0.624
|
0,781
|
0.824
|
0.723
|
0.618
|
|
LO2
|
0.724
|
0.734
|
0.637
|
0.782
|
0.806
|
0.735
|
0.637
|
|
LO3
|
0,719
|
0.751
|
0.638
|
0,800
|
0.817
|
0.766
|
0.615
|
|
LO4
|
0.715
|
0,709
|
0.622
|
0,781
|
0.834
|
0.712
|
0,600
|
|
SE1
|
0.727
|
0.728
|
0.636
|
0.792
|
0.784
|
0.871
|
0.635
|
|
SE2
|
0.757
|
0.734
|
0.550
|
0.790
|
0.774
|
0.869
|
0.609
|
|
T H 1
|
0.660
|
0.721
|
0.543
|
0.769
|
0.753
|
0.715
|
1,000
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Source:
Premier Data Processed in 2023
The results found that the AVE root was > 0.5, and it could be concluded that the outer model was said to be valid.
a. Reliability Test
Cronbach's
Alpha and Composite Reliability test.
Table
4. Results of Cronbach's Alpha and Composite Reliability
|
Cronbach's alpha
|
Composite reliability (rho_c)
|
|
AC
|
0.711
|
0.874
|
|
RE
|
0.712
|
0.951
|
|
KP
|
0.942
|
0.892
|
|
LO
|
0.838
|
0.862
|
|
S.E.
|
0.679
|
0.874
|
Source:
Premier Data Processed in 2023
Research
shows that Cronbach's alpha ˃ 0.6, Composite Reliability ˃ 0.7 has a satisfactory value. This means that the
consistency and stability of the instruments used are high;
in conclusion, the reliability of the instruments is stated to be good.
Structural
Model Evaluation (Inner Model)
Structural or inner model testing
is hypothesis testing with bootstrapping steps, namely as follows:
Figure 3. Inner Model
Table
5. Inner Model
|
Original sample (O)
|
Sample mean (M)
|
Standard deviation (STDEV)
|
T statistics (|O/STDEV|)
|
P values
|
|
AC -> KP
|
0.232
|
0.232
|
0.032
|
7,159
|
0,000
|
|
AC -> LO
|
0.078
|
0.083
|
0.046
|
1,719
|
0.086
|
|
RE -> KP
|
0.211
|
0.210
|
0.037
|
5,715
|
0,000
|
|
RE -> LO
|
0.133
|
0.136
|
0.038
|
3,549
|
0,000
|
|
FE -> KP
|
0.192
|
0.192
|
0.020
|
9,597
|
0,000
|
|
FE -> LO
|
0.025
|
0.027
|
0.029
|
0.861
|
0.389
|
|
KP -> LO
|
0.634
|
0.620
|
0.104
|
6,094
|
0.000
|
|
SE -> KP
|
0.299
|
0.300
|
0.039
|
7,735
|
0.000
|
|
IF -> LO
|
0.100
|
0.104
|
0.042
|
2,386
|
0.017
|
|
TH -> KP
|
0.146
|
0.147
|
0.023
|
6,380
|
0.000
|
|
TH -> LO
|
0.033
|
0.035
|
0.025
|
1,299
|
0.194
|
Source: Premier Data Processed in 2023
Meaning of R2,
Structural Model Testing (Inner Model)
1.
R-value2
Prediction
R 2 measures the level of variation of the independent variable
relative to the endogenous one, presented as follows to measure the value of
change variation:
Table
6. R2 value
|
Variables
|
R-square
|
|
Customer satisfaction
|
0.931
|
|
Customer loyalty
|
0.927
|
Source: Premier Data Processed in 2023
The prediction of Sense,
feel, think, act, and relate to customer satisfaction is R2 (
93.1%), while customer loyalty is R 2 ( 93.1%).
Variables outside the research explain the rest.
2.
Hypothesis testing
Figure 4. Hypothesis Testing
Table 7. Direct
Estimation Results Effect and Indirect Effect
|
Original samples
|
Sample mean
|
Standard deviation
|
T statistics
|
P values
|
|
AC -> LO
|
0.078
|
0.083
|
0.046
|
1,719
|
0.086
|
|
RE
-> LO
|
0.133
|
0.136
|
0.038
|
3,549
|
0.000
|
|
FAITH
-> LO
|
0.025
|
0.027
|
0.029
|
0.861
|
0.389
|
|
SE -> LO
|
0.100
|
0.104
|
0.042
|
2,386
|
0.017
|
|
T H -> LO
|
0.033
|
0.035
|
0.025
|
1,299
|
0.194
|
|
AC -> KP ->LO
|
0.147
|
0.143
|
0.025
|
5,831
|
0.000
|
|
D
-> KP -> LO
|
0.134
|
0.131
|
0.033
|
4,109
|
0.000
|
|
FE
-> KP -> LO
|
0.122
|
0.119
|
0.024
|
5,069
|
0.000
|
|
S E -> KP -> LO
|
0.189
|
0.186
|
0.043
|
4,441
|
0.000
|
|
T H -> KP -> LO
|
0.093
|
0.091
|
0.020
|
4,600
|
0,000
|
Premier Data
Source Processed in 2023
Sense Directly Has A Positive Effect On Customer Loyalty
Sense has a positive effect on
customer loyalty. In line with research by Dharmayanti (Hadiwidjaja, 2014), it is known that the sense variable has a positive effect on
customer loyalty. (Schmitt, 1999) states that Sensory experience (Sense) is an effort to create
experiences using the five senses such as sight, sound, touch, taste, and smell
to differentiate the products or services provided. This means better customer
sense and loyalty. Conversely, the worse the Sense, the lower customer loyalty.
Feelings Do Not Directly Affect
Customer Loyalty
�dial does not affect customer loyalty, which
is different from previous research conducted by Dharmayanti (Hadiwidjaja, 2014), which showed that the feel variable had a positive effect on
customer loyalty. (Schmitt, 1999) states that Affective experience (feel) arises through the
emergence of feelings and emotions due to contact and interactions that develop
over time. Affective experience (feel) can also arise using ideas, pleasure,
reputation, and services provided to consumers (Molinillo et al., 2022). Feeling bad will not increase or decrease customer loyalty.
Thinking Directly Does Not Affect
Customer Loyalty
Think has no positive effect on
customer loyalty. This research differs from previous research (Hadiwidjaja, 2014), which showed that the think variable positively affected customer
loyalty. (Schmitt, 1999) states that the goal of creative cognition (thinking) is to
produce a re-evaluation of the company and brand by encouraging consumers to be
interested and think creatively. Getting worse will not increase or decrease
customer loyalty.
The Act Has No Direct Effect On
Customer Loyalty
The act does not affect customer
loyalty. This is different from previous research conducted by Dharmayanti (Hadiwidjaja, 2014), which showed that the act variable positively affected customer
loyalty. (Schmitt, 1999) states that Physical experience (act) is a marketing technique
related to the physical body, behavioral patterns, and long-term lifestyle, as
well as experiences that occur from interactions with other people to create a
consumer experience. Evil actions will not improve or reduce customer loyalty.
Relating Directly Has A Positive
Effect On Customer Loyalty
Relate has a positive effect on
customer loyalty. So, the results of this research are different from previous
research conducted by Dharmayanti (Hadiwidjaja, 2014), which showed that the act variable did not positively affect
customer loyalty. (Schmitt, 1999) states that connecting consumers with the culture and social
environment reflected by the brand of a product is the goal of Association
experience (relate) because, in general, Association experience (relate) shows
relationships with people, groups, or other wider social communities. And
abstract. This means that the more appropriate the relation, the higher the
customer loyalty. On the other hand, if the relationship is appropriate,
customer loyalty is higher.
Sense Influences Customer Loyalty,
Partially Mediated By Customer Satisfaction
Sense has a positive effect on
customer loyalty mediated by customer satisfaction. So, the results of this
research align with previous research conducted by (Karuniatama et al., 2020), which showed that the variable Sense had a positive effect on
customer loyalty, mediated by customer satisfaction. (Setiawan et al., 2020) States that customer satisfaction is a customer's feeling of
happiness or disappointment resulting from comparing customers' perceived
performance and expectations with the finished product or results an
organization achieves. Another theory states that a person's feelings of joy or
disappointment can arise after comparing the performance expectations (results)
of the product they are thinking about with the reality of the resulting
performance (Kotler & Keller, 2009). (Schmitt, 1999) states that Sensory experience (Sense) is an effort to create
experiences using the five senses such as sight, sound, touch, taste, and smell
to differentiate the products or services provided. Sound Sense: The higher
customer satisfaction, the higher customer loyalty. Conversely, the worse the
Sense, the lower the customer satisfaction and the lower the customer loyalty.
Feeling Influences Customer
Loyalty And Is Fully Mediated By Customer Satisfaction
Feel has a positive effect on
customer loyalty, mediated by customer satisfaction. So, the results of this
research align with previous research conducted by (Karuniatama et al., 2020); the feel variable has a positive effect on customer loyalty,
mediated by customer satisfaction. (Setiawan et al., 2020) States that customer satisfaction is a customer's feeling of
happiness or disappointment resulting from comparing customers' perceived
performance and expectations with the finished product or results an
organization achieves. The theory states that a person's feelings of joy or
disappointment can arise after comparing the performance expectations (results)
of the product they are thinking about with the reality of the resulting
performance (Kotler & Keller, 2009). (Schmitt, 1999) states that Affective experience (feel) arises from feelings and
emotions due to contact and interactions that develop over time. Apart from
that, Affective experience (feel) can also emerge using ideas, pleasure,
reputation, and services provided to consumers. The better the feel, the higher
the customer satisfaction and loyalty. On the other hand, the worse the
feeling, the lower the customer satisfaction, and the lower the customer
loyalty.
Think Affects Customer Loyalty,
Which Is Fully Mediated By Customer Satisfaction
Think has a positive effect on
customer loyalty mediated by customer satisfaction. So, the results of this
research align with previous research conducted by (Karuniatama et al., 2020), which showed that the think variable had a positive effect on
customer loyalty, mediated by customer satisfaction. (Setiawan et al., 2020) States that customer satisfaction is a customer's feeling of
happiness or disappointment resulting from comparing customers' perceived
performance and expectations with the finished product or results an
organization achieves. Another theory states that a person's feelings of joy or
disappointment can arise after comparing the performance expectations (results)
of the product they are thinking about with the reality of the resulting
performance (Kotler & Keller, 2009). (Schmitt, 1999) states that the aim of creative cognition (thinking) is to produce
a re-evaluation of companies and brands by encouraging consumers to be
interested and think creatively. In the context of this research, this means
that the better the thinking, the higher the customer satisfaction and the
higher the customer loyalty. On the contrary, it is not good to think that the
lower the satisfaction, the lower the customer loyalty.
Act Affects Customer Loyalty,
Which Is Fully Mediated By Customer Satisfaction
Act has a positive effect on
customer loyalty mediated by customer satisfaction. So, the results of this
research align with previous research conducted by (Karuniatama et al., 2020), which showed that the act variable had a positive effect on
customer loyalty, mediated by customer satisfaction. (Setiawan et al., 2020) States that customer satisfaction is a customer's feeling of
happiness or disappointment resulting from comparing customers' perceived
performance and expectations with the finished product or results an
organization achieves. Another theory states that a person's feelings of joy or
disappointment can arise after comparing the performance expectations (results)
of the product they are thinking about with the reality of the resulting
performance (Kotler & Keller, 2009). (Schmitt, 1999) states that physical experience (act) is a marketing technique
related to the physical body, behavioral patterns, long-term lifestyle, and
experiences that occur from interactions with other people to create consumer
experiences. In the context of this research, this means that the better the
act, the higher the customer satisfaction and the higher the loyalty. On the
other hand, the worse the act, the lower the satisfaction and the lower the
customer loyalty. The customer's interest in repurchasing a product and the
customer's interest in coming because of the website, and the higher the
customer satisfaction, the higher the loyalty.
Relate Affects Customer Loyalty,
Partially Mediated By Customer Satisfaction
Relate has a positive effect on
customer loyalty mediated by customer satisfaction. So the results of this
research align with previous research conducted by (Karuniatama et al., 2020), which shows that the variable related has a positive effect on
customer loyalty, mediated by customer satisfaction. (Setiawan et al., 2020) States that customer satisfaction is a customer's feeling of
happiness or disappointment resulting from comparing customers' perceived
performance and expectations with the finished product or results an
organization achieves. Another theory states that a person's feelings of joy or
disappointment can arise after comparing the performance expectations (results)
of the product they are thinking about with the reality of the resulting
performance (Kotler & Keller, 2009). (Schmitt, 1999) states that connecting consumers with the culture and social
environment reflected by the brand of a product is the goal of Association
experience (relate) because, in general, Association experience (relate) shows
relationships with people, groups, or other wider social communities. And
abstract. In the context of this research, this means that the more appropriate
the relation, the higher the customer satisfaction and the higher the customer
loyalty. Conversely, the more inappropriate the relationship, the lower the
satisfaction and customer loyalty.
CONCLUSION
The research findings
are as follows: (1) Sense directly affects customer loyalty (2) Feel has no
direct effect on customer loyalty (3) Think has no direct effect on customer
loyalty (4) Act has no direct effect on customer loyalty (5) Relate has a
direct effect on customer loyalty (6) Sense affects customer loyalty which is
partially mediated by customer satisfaction (7) Feel affects customer loyalty
which is fully mediated by customer satisfaction (8) Think affects customer
loyalty which is fully mediated by customer satisfaction (9) Act affects
customer loyalty, partially mediated by customer satisfaction (10) Relate
affects customer loyalty, partially mediated by customer satisfaction. The
further research is expected to provide deeper insights into the factors
influencing customer loyalty and assist companies in developing more effective
strategies to maintain and enhance customer loyalty. The implications of this
research indicate that in building customer loyalty, it is important to
consider different aspects of the customer experience. Although the factors of
Sense and Relate have significant direct influences, it is also crucial to pay
attention to customer satisfaction as a mediator in the relationship between
other aspects and loyalty. This highlights the necessity for companies to focus
on enhancing customer experiences that foster emotional connection and strong
relationships with the brand, while ensuring that customer satisfaction remains
a priority to effectively maintain and increase customer loyalty.
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