Pengaruh Experiential Marketing Produk Indomie dan Kepuasan Konsumen Terhadap Loyalitas Konsumen

Abstract

Effect of Experiential Marketing Indomie Products and Consumer Satisfaction to Consumer Loyalty. This study aims to determine the effect of experiential marketing of Indomie products on consumer loyalty and to determine the effect of consumer satisfaction on consumer loyalty and to determine the effect of experiential marketing and customer satisfaction on consumer loyalty. The population in this study is consumers who make purchases on Indomie products in Indragiri Hulu Regency. Determination of the number of samples is done by using the iteration formula method with a total sample of 115 people. This study uses a quantitative approach. Data collection techniques through questionnaires and documentation. Data analysis techniques through Uji Validitas, Uji Multikolinieritas, Uji Regresi Berganda, Uji t, Uji F, Koefisien Determinasi (R2), Koefisien Determinasi Simultan. Based on the results of partial correlation analysis, the correlation coefficient of consumer satisfaction is 0.487, so that the contribution of the influence of consumer satisfaction on consumer loyalty is 23.7% and Based on the results of the Simultaneous Coefficient of Determination, it is obtained that experiential marketing and consumer satisfaction jointly affects customer loyalty by 43.9%, while the remaining 56.1% is influenced by other factors.

Keywords: Experiential Marketing, Consumer Satisfaction, Consumer Loyalty.