The Effect of Experiential Marketing and Emotional Marketing on Customer Loyalty i n “L GS ” Showroom

Seiring dengan perkembangan transportasi yang semakin pesat, persaingan yang semakin ketat juga mendorong para pelaku bisnis untuk terus berinovasi dalam membuat strategi pemasaran guna menarik perhatian pelanggan dan menjaga loyalitas pelanggan. Pelanggan tidak hanya menilai produk dan layanan berdasarkan kualitasnya, tetapi juga melalui strategi pemasaran. Strategi pemasaran dapat dilakukan secara agresif melalui pendekatan experiential dan pendekatan emosional kepada pelanggan. Penelitian ini bertujuan untuk menguji pengaruh experiential marketing dan emotional marketing terhadap loyalitas pelanggan showroom LGS. Metode pengambilan sampel yang digunakan adalah non-probability sampling dengan tipe purposive sampling. Populasi dalam penelitian ini adalah 230 pelanggan showroom LGS dalam tiga tahun terakhir. Sedangkan sampel dalam penelitian ini adalah 70 pelanggan showroom LGS yang pernah melakukan pembelian berulang. Pengumpulan data dilakukan dengan menyebarkan kuesioner. Penelitian ini menggunakan pengolahan data regresi linier berganda yang telah memenuhi syarat validitas, reliabilitas, dan uji hipotesis parsial uji-t, dengan program Statistical Product and Service Solution (SPSS versi 24). Hasil penelitian ini menemukan bahwa experiential marketing dan emotional marketing berpengaruh signifikan terhadap loyalitas pelanggan di showroom LGS.


INTRODUCTION
In the era of globalization, all sectors are now faced with very dynamic competition (Dobrea et al., 2021;Karuniatama et al., 2020). The development of business competition in Indonesia is an exciting phenomenon to observe. The progress in the economic sector has increasingly opened up opportunities for entrepreneurs to compete in order to attract customers (Katrine & Harini, 2018;Lange, 2012). The rapid development of transportation cannot be separated from competition. The development of transportation is a vital thing in all activities. The result of motor vehicle sales activities in Indonesia has created intense business competition. Competitors will continue to emerge the strategies to win the match. Every businessperson has various methods to compete in selling their goods and attracting the customers. Customers do not only favorproducts or services based on quality, benefits, and functions, but also the marketing activities that thrill and touch their sense. Consumers want products whose the presence can provide an experience (Bleier et al., 2019;Soliha et al., 2021). The changes in customers' mindset offset differences in the world of marketing and competitive conditions amongcompanies. The views of customers in the present are different from consumers in the past. Traditional marketing describes customersas decision-makers who only think about benefits and functionality features (Liu et al., 2019;Untari & Fajariana, 2018).
The more intense competition makes showroom business people continue to strive to grab customersattention and maintain customer loyalty. How to get customers to be willing to use the company product for a long time and recommend them to their relations are the strategies which must considered by business people. To develop customer loyalty, companies use experiential marketing strategies that emphasize the visitor experience and create good experiences (Sachro & Pudjiastuti, 2013;Widowati & Tsabita, 2017). The showroom employees can wear neat uniforms to create a deep emotional bond with the visitors. The experiential marketing approach can also evoke sensations and experiences to become loyal. Companies must develop a special strategy to provide the best service so that consumers will come back to make repeat purchases of the products being promoted (Iisnawati et al., 2020;Liu et al., 2019). The fast-developing business of purchasing and selling vehicles creates intense rivalry, demanding the adoption of the suitable marketing strategy by business actors in order to maintain market share. Experiential marketing is a marketing strategy that companies employ to build relationships with their customers (Batat, 2019;Mukiira et al., 2017). Customer loyalty to the company can be increased through other marketing strategies, such as through emotional marketing. Emotional marketing delivers value to customers to build customer loyalty through the emotional side of customers (Kusumadewi, 2013). Customers favor products that can provide them with an experience and touch their emotional side. Different views have made marketing practices and theories shift from focusing on goods and services to consumer experiences and emotions. Trends that have recently emerged in the marketing world are experiential marketing and emotional marketing (Gunawan, Abdillah, & Devita, 2018). The company's marketing plan can help them develop strong ties with customers in order to make long-term (Laksono et al., 2020).
One crucial aspect of customer loyalty often overlooked or rarely measured, is the emotional relationship between the customer and the company (Amon & Bustami, 2021). Until now, what is often measured is the rational side of how the product is and at what price. Meanwhile, the emotional side is put aside. The number of buyers in the LGS showroom has fluctuated. The number of buyers increased from 2018 to 2019 by ten people, then experienced a significant decrease from 2019 to 2020 by 15 people. These data indicate that the increase in the number of consumers is still feeble. To find out the causes of the decline in the number of buyers, researchers surveyed by distributing questionnaires to 70 LGS showroom customers. The survey results regarding customer loyalty in the LGS showroom showed that 38 people made a one-time visit. There is still a gap where consumers are less likely to repurchase. Experimental marketing and emotional marketing which were expected to provide a pleasant experience for consumers, have not increased consumer loyalty.

METHODS
This study employed the characteristics of a cause and effect between two or more variables. The approach used was quantitative using two types of primary data, data or information obtained directly from the first source through observation on the object of the research or respondent. This study also employed survey to collect data or information by distributing questionnaires to LGS showroom customers. There are two variables in this study, 1). Independent variables consisting of experiential marketing (X1) and emotional marketing (X2), and 2). Dependent variable, consisting of customer loyalty (Y). The population in this study was customers who had come to the LGS showroom and made purchases, totalling 230 people. The number of samples was determined using a non-probability sampling method with a purposive sampling type. Data in this study were collected through a survey by distributing questionnaires directly to respondents who had come to the LGS showroom. The questionnaire contains 17 questions derived from experiential marketing (X1), emotional marketing (X2), and customer loyalty (Y) variables.

Characteristics of Respondents
Respondents and the characteristics of respondents in this study is presented in Table 1.
International Journal of Social Science and Business, Vol. 6, No. 1, 2022, pp. 83-90 85 Rudi Yakub / The Effect of Experiential Marketing and Emotional Marketing on Customer Loyalty in "LGS" Showroom

Variable descriptive analysis
This section provides a general overview of the respondents' responses to each variable. Testing the data in this study using SPSS version 24. As mentioned earlier, this study consists of experiential marketing variable (X1), emotional marketing variable (X2), and customer loyalty variable (Y), with the results shown in Table 2. From Table 2, descriptive analysis on experiential marketing, emotional marketing, and customer loyalty in the mean and Std Deviation columns are used to calculate the upper and lower limits.  Based on Table 5, it is known that the customer loyalty variable (Y) has an average question value of 4.514 with the respondent's achievement level of 90.285. This figure implies that the customer loyalty variable is very strong. International Journal of Social Science and Business, Vol. 6, No. 1, 2022, pp. 83-90 87 Rudi Yakub / The Effect of Experiential Marketing and Emotional Marketing on Customer Loyalty in "LGS" Showroom  Table 7 with the emotional marketing variable (X2) shows that all indicators for question X2 are declared valid. This result is evidenced by the r-count, which is greater than the r-table (0.2352).   Table 9, the results of the SPSS output are obtained through the regression equation as: Y = 2.964 + 0,299 1+0,124 1 The explanation of the equation: (1) The constant has a value of 2.964, meaning that if the price of experiential marketing (X1) and emotional marketing (X2) is equal to 0, then customer loyalty (Y) is worth 2.964; (2) The experiential marketing variable regression coefficient has a value of 0.299. It means that if experiential marketing has increased by one unit, then the customer loyalty variable has increased by 0.299; (3) The regression coefficient for emotional marketing variables has a value of 0.124. It means that if emotional marketing has increased by one unit, then the customer loyalty variable has increased by 0.124. Then, the results of t-test/partial testing is presented in Table 10. Based on the results of data analysis, it is known that the Adjusted R Square value is 0.718. These results indicate that 71.8% of the independent variables, consisting of experiential marketing and emotional marketing, affect the dependent variable, namely customer loyalty in the LGS showroom. At the same time, the remaining 27.2% is influenced by other variables which are not examined.

Discussion
Based on the validity test conducted, it was revealed that 17 questions represented valid variables. This statement can be proven by the r-count of the corrected item-correlation, which is greater than the r-table. Thus, the 17 questions could be used in the study. The reliability test conducted in this study obtained a Cronbach's alpha value of 0.750 for experiential marketing variables, 0.916 for emotional marketing variables, and 0.796 for customer loyalty. A variable is declared reliable if it provides a Cronbach's alpha value greater than 0.60 (Sujarweni, 2015). Guided by this theory, it can be stated that all the questions used in this study are reliable. Based on the Normality Test, it can be seen that the significance level (Sig.) of Kolmogorov-Smirnov has a value of 0.200. Because of the significance value is more than 0.05, it can be concluded that the data has been normally distributed. Also, on the Normal P-P Plot chart, it can be seen that the dots spread out and follow a diagonal line. This condition states that the residual data is normally distributed. The multicollinearity test conducted showed that the tolerance value of the two variables was more than 0.01 and a VIF value <10. In contrast, the experiential marketing variable had a Tolerance value of 0.444 (more than 0.01) and a VIF value of 2.252 (less than 10). Meanwhile, the emotional marketing variable has a Tolerance value of 0.444 (more than 0.01) and a VIF value of 2.252 (less than 10).
Thus, it can be concluded that the regression equation is free of multicollinearity. The heteroscedasticity test shows that the dots are spread out randomly and are below the 0 on the y-axis. Hence, it can be stated that there is no heteroscedasticity. For the multiple linear regression test, the equation is: (1) The constant has a value of 2.964. It means that if experiential marketing (X1) and emotional marketing (X2) have a profit value of 0, then customer loyalty (Y) also has a value of 2.964; (2) The experiential marketing variable regression coefficient has a value of 0.299. It means that if experiential marketing has increased by one unit, then customer loyalty will also increase by 0.299; (3) The regression coefficient for emotional marketing variables has a value of 0.124. It means that if emotional marketing has increased by one unit, then customer loyalty will also increase by 0.124. Based on the determined r2 test results, it can be seen that the Adjusted R Square value is 0.718. These results indicate that 71.8% of the independent variables, experiential marketing and emotional marketing, affect the dependent variable, namely customer loyalty in the LGS showroom. Meanwhile, 27.2% was influenced by other variables which were not researched. From the results of the research conducted by the author, experiential marketing and emotional marketing variables have a positive and significant effect on customer loyalty.
The results showed that the experiential marketing variable had a positive and significant effect on customer loyalty in the LGS showroom. This result can be seen from the t-count value (4.507)> t-table (1.667), and the significance value (0.000) <(0.05). This value implies that customers will have a repeat order in the LGS showroom due to experiential marketing. Hence, this research is in line with the research which shows that experiential marketing has a positive and significant effect on customer loyalty (Chang, 2021). Experiential marketing is a marketing concept that focuses on the emotional and psychological responses of customers to the products or services offered by marketers. Experiential marketing may be defined as a lucrative method of discovering and addressing consumer requirements and ambitions through the use of two-way communication in order to offer brand personality and add value to customers (Amon & Bustami, 2021). Experiential marketing is a way to create experiences felt by customers when using products or services, It also includes sensing, feeling, thinking, acting and relating (Karuniatama et al., 2020).
This study indicates that partially emotional marketing has a positive and significant effect on customer loyalty. These results can be seen from the t-count value (4.403)> t-table (1.667), and the significance value (0.000) <(0.05). This value means that customers will choose to repeat orders at "LGS" showroom with attention to emotional marketing. Thus, the current study is in line with the research which shows that emotional marketing has a positive and significant effect on customer loyalty (Khuong & Tram, 2015). Emotional marketing is a new concept in marketing, which aims to give an impression to touch the emotional side of customers (Wahyuningtyas et al., 2017). The results showed that emotional marketing had a positive and most significant effect on customer loyalty. Another research which showed that emotional marketing positively and significantly affects customer loyalty (Khuong & Tram, 2015). This hypothesis is supported by research which stated that emotional marketing of products, equity, money, experience, and energy have a positive and significant effect on loyalty (Kalsum & Munawaroh, 2017).

CONCLUSION
The increase of competition among businesses in the market has triggered the majority of businessmen and businesswomen to improve the quality of their marketing strategies to attract customers' attention and maintain their customer loyalty. Since customers do not only see the quality of products, businessmen and businesswomen need to think more creatively about attracting customers' attention. Therefore, this research suggested seeing customer loyalty in the "LGS" showroom through the experiential and emotional approach. Out of 70 loyal customers in the "LGS" showroom becoming the participants in this study, the result found that experiential marketing and emotional marketing significantly affect customer loyalty in the "LGS" showroom.