PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN CAFE WARUNK UPNORMAL DAERAH ISTIMEWA YOGYAKARTA

This study aims to analyze the effect of experiential marketing on customer loyalty mediated by customer satisfaction at Cafe Warunk UpNormal Seturan Yogyakarta. The subjects in this study were customers who made transactions at least 2 times in the last 3 months. This study used a sample of 150 respondents who were determined by nonprobability sampling with a purposive sampling method. The analytical tool used in this research is using AMOS (Analysis of Moment Structure) 24 software. The results of this study indicate that the experiential marketing variable has a positive and significant effect on customer satisfaction. Customer satisfaction variables have a positive and significant effect on customer loyalty. Experiential marketing variable has a positive and significant effect on customer loyalty. And the customer satisfaction variable is able to mediate the effect of experiential marketing on customer loyalty