PENGARUH EXPERIENTIAL MARKETING TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER ENGAGEMENT SEBAGAI VARIABEL INTERVENING DARI IKEA CIPUTRA WORLD

Japarianto, Edwin and Tandijaya, Trixie Nova Bella and Andreani, Fransisca (2023) PENGARUH EXPERIENTIAL MARKETING TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER ENGAGEMENT SEBAGAI VARIABEL INTERVENING DARI IKEA CIPUTRA WORLD. [UNSPECIFIED]

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Abstract

The purpose of this research is to analyze the effect of Experiential Marketing towards Customer Loyalty in IKEA Ciputra World and mediated by Customer Engagement which is done in the outlet itself. In this study, there are several ways to collect data which is by distributing offline surveys where the writer went to IKEA Ciputra World in person and also distributing online surveys using Line, Whatsapp, and Instagram. The number of respondents whose data was successfully obtained and processed was 116 respondents. The respondents in this research are IKEA Ciputra World’s customers who have ever gone to IKEA Ciputra World and bought their products at least two times in the last 6 months. The tool that is used for data processing is a structural model approach with Partial Least Square technique (PLS-SEM). The results showed that Experiential Marketing has a positive significant effect towards Customer Loyalty, Experiential Marketing has a significant effect towards Customer Engagement, Customer Engagement has a significant effect towards Customer Loyalty, and Customer Engagement intervened significantly between Experiential Marketing and Customer Loyalty

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