Experiential Marketing as a Means to Build Customer Loyalty in Traditional Concept Restaurants in Sleman Regency, Indonesia

Abstract

This study aimed to analyze the effect of experiential marketing on customer satisfaction and loyalty of traditional concept restaurants in Sleman Regency. The variables of this study included free variables or independent variables which consisted of sense experience, feel experience, think experience, act experience and relate experience; and the dependent variables namely satisfaction and loyalty. This research was a survey research that used questionnaires to collect primary data of 261 respondents. The respondents’ determination as the research samples was carried out by using a non-probability method with a convenience sampling technique. The data analysis used the Structural Equation Modeling (SEM) method which aimed to examine the relationships between variables in the research model. The results of the data analysis had shown that the variables of feel experience and think experience have a significant effect on the customer satisfaction, while the variables of sense experience, act experience and relate experience had no significant effect on customer satisfaction. Furthermore, the analysis proved that the customer satisfaction had a significant effect on the customer loyalty.