Loyalitas Konsumen Berbasis Store Atmosphere, Experiental Marketing dan Kepuasan Konsumen

Abstract

This is study aims to analyze the effect of store atmosphere and experiential marketing on consumer loyalty mediated by customer satisfaction at CV.Agung Sari Utama, Bekasi City. This is interconnected where before consumers become loyal, the company must provide satisfaction to consumers where one of the factors that influence consumer satisfaction include store atmosphere and experiential marketing. Obtain data directly through a distribution questionnaire with a sample of 100 respondents with consumer criteria who have purchased products at CV.Agung Sari Utama at least twice. The data analysis technique used in this study was path analysis using the SPSS version 25 program. The results showed that direct store atmosphere and experiential marketing had a positive and significant effect on customer satisfaction, directly store atmosphere has no positive and significant effect on customer loyalty, directly experiential marketing has a positive and significant effect on customer loyalty, store atmosphere has a positive and significant effect on customer loyalty through customer satisfaction, experiential marketing has a positive and significant effect on customer loyalty through customer satisfaction, directly customer satisfaction has a positive and significant effect on customer loyalty.