Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh experiential marketing dan inovasi layanan terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel mediasi pada pelanggan Baked by Bibi di Kota Banda Aceh. Metode penelitian yang digunakan adalah pendekatan kuantitatif. Data diperoleh melalui penyebaran kuesioner kepada 186 responden dengan teknik non-probability sampling melalui purposive sampling. Analisis data dilakukan menggunakan Partial Least Square-Structural Equation Model (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menujukkan bahwa experiential marketing berpengaruh positif dan signifikan secara langsung terhadap loyalitas pelanggan dan kepuasan pelanggan. Inovasi layanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, namun tidak berpengaruh signifikan secara langsung terhadap loyalitas pelanggan. Kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Selanjutnya, kepuasan pelanggan terbukti memediasi secara parsial hubungan antara experiential marketing dan loyalitas pelanggan, sedangkan kepuasan pelanggan tidak memediasi pengaruh antara inovasi layanan dan loyalitas pelanggan. Dengan demikian dapat disimpulkan bahwa experiential marketing dan kepuasan pelanggan menjadi determinan penting dalam membentuk loyalitas pelanggan Baked by Bibi, sedangkan inovasi layanan belum mampu secara langsung mendorong loyalitas pelanggan dan lebih berperan dalam meningkatkan kepuasan pelanggan.
Kata Kunci: Experiential Marketing, Inovasi Layanan, Kepuasan Pelanggan, Loyalitas Pelanggan, Baked by Bibi

This study aims to analyze the effect of experiential marketing and service innovation on customer loyalty, with customer satisfaction as a mediating variable among Baked by Bibi customers in Banda Aceh. This research employed a quantitative approach. Data were collected through questionaires distributed to 186 respondents using a non-probability sampling technique with a purposive sampling method. Data analysis was conducted using Partial Least Square- Structural Equation Model (PLS-SEM) with SmartPls 4 software. The results show that experiential marketing has a positive and significant direct effect on customer loyalty and customer satisfaction. Service innovation has a positive and significant effect on customer satisfaction, but does not have a significant direct effect on customer loyalty. Customer satisfaction has a positive and significant effect on customer loyalty. Furthermore, customer satisfaction partially mediates the relationship between experiential marketing and customer loyalty, while customer satisfaction does not mediate the relationship between service innovation and customer loyalty. It can be included that experiential marketing and customer satisfaction are important determinants in building customer loyalty at Baked by Bibi, while service innovation has not been able to directly encourage customer loyalty and primarily contributes to increasing customer satisfaction. Keywords: Experiential Marketing, Service Innovation, Customer Satisfaction, Customer Loyalty, Baked by Bibi