Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing dan store atmosphere terhadap customer loyalty yang dimediasi oleh customer satisfaction toko kotty kosmetik di kota banda aceh. sampel yang digunakan pada penelitian ini adalah pelanggan toko kotty kosmetik di kota banda aceh yang berjumlah 192 responden. peralatan pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner. teknik pengampilan sampel yang digunakan adalah non-probability sampling dengan jenis yang digunakan purposive sampling. structural equation modelling (sem) digunakan sebagai metode analisis untuk mengetahui pengaruh variabel-variabel yang terlibat. berdasarkan hasil analisis sem menunjukkan bahwa experiential marketing berpengaruh terhadap customer satisfaction, store atmosphere berpengaruh terhadap customer satisfaction, experiential marketing berpengaruh terhadap customer loyalty, store atmosphere berpengaruh terhadap customer loyalty, customer satisfaction berpengaruh terhadap customer loyalty, customer satisfaction memediasi secara parsial pengaruh experiential marketing terhadap customer loyalty, customer satisfaction memediasi secara parsial pengaruh store atmosphere terhadap customer loyalty. kata kunci: experiential marketing, store atmosphere, customer satisfaction dan customer loyalty

This study aims to determine the effect of experiential marketing and store atmosphere on customer loyalty mediated by customer satisfaction at Kotty Kosmetik in Banda Aceh City. The sample used in this study was Kotty Kosmetik Customers in Banda Aceh City, totalling 192 respondents. The data collection tool used in this study was a questionnaire. The sampling technique used is non- probability sampling with the type used purposive sampling. Structural Equation Modeling (SEM) is used as an analytical method to determine the effect of the variables involved. Based on the results of SEM analysis, it is known that experiential marketing has an effect on customer satisfaction, store atmosphere has an effect on customer satisfaction, experiential marketing has an effect on customer loyalty, store atmosphere has an effect on customer loyalty, customer satisfaction has an effect on customer loyalty, customer satisfaction mediates partially effect of experiential marketing on customer loyalty, and customer satisfaction mediates partially effect of store atmosphere on customer loyalty Keywords: experiential marketing, store atmosphere, customer satisfaction, customer loyalty