PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN DAN ELECTRONIC WORD OF MOUTH SEBAGAI VARIABEL INTERVENING

This study aims to analyze the influence of experiential marketing on customer
satisfaction, electronic word of mouth and customer loyalty of Emina cosmetics. The
subject of this study was Emina consumers who had purchased and used Emina within
the last three months. The study used 160 respondents as a determined sample with
sampling probability techniques and purposive sampling methods. Methods of
collecting data through questionnaires distributed to respondents using Google Forms.
The analysis tool used is Structural Equation Modeling (SEM) using AMOS version 22
application.
The results of this study show that (1) experiential marketing has a positive
effect and significant customer satisfaction, electronic word of mouth and customer
loyalty (2) customer satisfaction and electronic word of mouth has a positive and
significant effect on customer loyalty (3) customer satisfaction has a positive and
significant effect in mediating experiential marketing relationships and customer
loyalty (4) electronic word of mouth has a positive and significant effect in mediating
experiential marketing relationships and customer loyalty