Pengaruh experiental marketing dan brand image terhadap loyalitas konsumen dengan kepuasan konsumen sebagai variabel intervening

Abstract

This study aims to examine the effect of experiential marketing and brand image on consumer loyalty with customer satisfaction as an intervening variable. The method used in this study using the sampling technique of this research is purposive sampling where the technique of determining the sample with certain considerations, data collection using a questionnaire with a Likert scale. The results showed that the experiential marketing variable had a positive effect on consumer satisfaction, the brand image variable had a positive effect on consumer satisfaction, the experiential marketing variable had a positive effect on consumer loyalty, the brand image variable had a negative effect on consumer loyalty, and the consumer satisfaction variable had a positive effect on consumer loyalty.