ANALISIS PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN: Kasus Hypermart Malang Town Square (MATOS) ANALYSING THE INFLUENCE OF EXPERIENTIAL MARKETING ON CUSTOMER SATISFACTION AND LOYALTY: The case of Hypermart Malang Town Square

Abstract

This study aims to describe the influence of Experiential Marketing on Customer Loyaltythrough Customer Satisfaction as an intermediate variable. Explanatory research wasconducted by using questionnaire survey on 50 respondents as the customer of HypermartMalang Town Square (MATOS). Path analysis was used to analyse the research data. Theresult shows that Experiential Marketing has significantly influence the Customer Loyalty inRetail Business and Customer Satisfaction as an intermediate variable. Based on this result,Hypermart of Malang Town Square should maintain and continue to provide a goodexperience to customers through experiential marketing so it can increase their satisfaction.In addition, the need for the Hypermart of Malang Town Square continues to maintain anddeliver customer satisfaction in order to achieve customer loyalty.

Key words: experiential marketing, customer satisfaction, customer loyalty