The Influence of Experiential Marketing on Customer Loyalty Mediated by Customer Satisfaction

Authors

  • Beda Bramantoko Universitas Sanata Dharma, Yogyakarta, Indonesia
  • Herry Maridjo Universitas Sanata Dharma, Yogyakarta, Indonesia

DOI:

https://doi.org/10.58344/jws.v3i1.531

Keywords:

Customer Satisfaction, Customer Loyalty, Experiential Marketing

Abstract

The research aims to analyze the influence of Sense, feel, think, and act and relate to customer loyalty mediated by customer satisfaction. The research sample was 412 Uniqlo fast fashion customers using non-probability sampling techniques. The data collection technique uses a questionnaire. The data analysis technique uses Structural Equation Modeling (SEM) with the SmartPLS Version 4 application. The research results found that (1) sense and relate directly have a positive effect on customer loyalty, (2) feel, think, and act do not directly have an effect on customer loyalty, (3) sense and relate affect loyalty, partially mediated by job satisfaction, and (4) feel, think, and act have no effect on customer loyalty and are fully mediated by customer satisfaction. The influence of experiential marketing on customer loyalty mediated by customer satisfaction can predict success by more than ninety percent. This research has implications for understanding the factors that influence customer loyalty in the context of fast fashion, especially for Uniqlo. The research findings emphasize the significant direct influence of Sense and relate to customer loyalty, providing insight into the aspects that play an essential role in building and maintaining customer loyalty. Additionally, the mediating role of job satisfaction and customer satisfaction provides insight into the mechanisms underlying the relationship of experimental marketing elements with loyalty. Practically, these insights can guide marketers and managers in designing strategies to increase customer loyalty through targeted experimental marketing efforts.

References

Alshurideh, M. T., Al-Hawary, S., Mohammad, A., Al-Hawary, A., & Al Kurdi, A. (2017). The impact of Islamic bank’s service quality perception on Jordanian customer’s loyalty. Jounal of Management Reseach, 9.

Arianto, N. (2017). Pengaruh kualitas pelayanan, harga dan kepuasan terhadap loyalitas pasien (studi kasus pada pasien rawat jalan Rumah Sakit Premier Bintaro). Jurnal Organisasi Dan Manajemen, 13(1), 1–9.

Basuki, R. A., & Tyastuti, M. R. (2020). Pengaruh Experiental Marketing Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan Dan Brand Trust. Journal For Business And Entrepreneurship, 4(1).

Budiarta, S. I., & Fachira, I. (2017). Customer loyalty: the effects of service loyalty and the mediating role of customer satisfaction study case: PT Sabda Alam hotel. Journal of Business and Management, 251.

DetaNatasya, K., & Maridjo, H. (2022). Analysis of the Effect of Store Atmosphere, Price Discount, and Sale Person on Impulse Buying, with Shopping Lifestyle and Emotional Response as Mediation Variables Study on UNIQLO Products Consumers in Yogyakarta. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(1).

Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris. Semarang: Badan Penerbit UNDIP.

Hadiwidjaja, R. S. (2014). Analisa Hubungan Experiential Marketing, Kepuasan Pelanggan, Loyalitas Pelanggan Starbucks Coffee di Surabaya Town Square. Jurnal Strategi Pemasaran, 2(2), 1–11.

Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption, 25, 123–135. https://doi.org/https://doi.org/10.1016/j.spc.2020.07.019

Karuniatama, I. H., Barata, D. D., & Suyoto, Y. T. (2020). Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan Ritel Di Indonesia. Widyakala Journal: Journal Of Pembangunan Jaya University, 7(1), 28–36.

Kornelis, Y. (2022). Fenomena Industri Fast Fashion: Kajian Hukum Perspektif Kekayaan Intelektual Indonesia. Jurnal Komunitas Yustisia, 5(1), 262–277.

Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran. edisi.

Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Carvajal-Trujillo, E. (2022). The customer retail app experience: Implications for customer loyalty. Journal of Retailing and Consumer Services, 65, 102842. https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102842

Ni Kadek, Y. D. (2021). Tren New Normal Pada Industri Fast Fashion Di Indonesia: Adaptasi Fast Fashion Di Masa Pandemi. Bhumidevi: Journal of Fashion Design, 1(01), 68–75.

Paulose, D., & Shakeel, A. (2022). Perceived experience, perceived value and customer satisfaction as antecedents to loyalty among hotel guests. Journal of Quality Assurance in Hospitality & Tourism, 23(2), 447–481.

Pragunadi, N. G., Sukresna, I. M., & Sutopo, S. (2018). The Effect of Service Quality and Brand Image to Improve The Satisfaction and Loyalty of BIGTV Customers in Semarang. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 17(3), 188–195.

Pramuditha, R., Hudayah, S., & Indriastuti, H. (2021). Pengaruh Service Quality, E-Trust Terhadap E-Satisfaction Dan E-Loyalty Konsumen. Sketsa Bisnis, 8(2), 123–134.

Rahman, S., Fadrul, F., Yusrizal, Y., Marlyna, R., & Momin, M. M. (2022). Improving the satisfaction and loyalty of online shopping customers based on e-commerce innovation and e-service quality. Gadjah Mada International Journal of Business, 24(1), 56–81.

Rashid, Z. A. (2013). Service quality and the mediating effect of corporate image on the relationship between customer satisfactionand customer loyalty in the Malaysian hotel industry. Gadjah Mada International Journal of Business, 15(2), 99–112.

Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.

Setiawan, A. M., Yulianto, E., & Kusumawati, A. (2020). A Review of Concept of Sharia Marketing, Customer Satisfaction, Trust, and Loyalty. Bisnis & Birokrasi: Jurnal Ilmu Administrasi Dan Organisasi, 27(1), 4.

Siddiqi, K. O. (2011). Interrelations between service quality attributes, customer satisfaction and customer loyalty in the retail banking sector in Bangladesh. International Journal of Business and Management, 6(3), 12.

Wilson, N., Keni, K., & Tan, P. H. P. (2021). The role of perceived usefulness and perceived ease-of-use toward satisfaction and trust which influence computer consumers’ loyalty in China. Gadjah Mada International Journal of Business, 23(3), 262–294.

Zena, P. A., & Hadisumarto, A. D. (2012). The study of relationship among experiential marketing, service quality, customer satisfaction, and customer loyalty. Asean Marketing Journal, 4(1), 4.

Downloads

Published

2024-01-31

How to Cite

Bramantoko, B., & Maridjo, H. . (2024). The Influence of Experiential Marketing on Customer Loyalty Mediated by Customer Satisfaction. Journal of World Science, 3(1), 93–104. https://doi.org/10.58344/jws.v3i1.531