EXPERIENTIAL MARKETING TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER ENGAGEMENT SEBAGAI VARIABEL INTERVENING DARI PT. PALAPA ELEKTRONIK LAMONGAN
Keywords:
Experiential Marketing, Customer Loyalty, Customer Engagement
Abstract
Sesuai dengan SDG No. 3.2, penelitian ini akan melihat bagaimana experiential marketing memediasi hubungan antara PT. Loyalitas pelanggan Palapa Elektronik Lamongan dan keterlibatan pelanggan. Line, WhatsApp, dan Instagram termasuk di antara teknologi online yang digunakan dalam penelitian, selain survei langsung yang dilakukan di PT. Palapa Elektronik Lamongan. Kami mampu mengumpulkan dan menganalisis data dari 116 peserta. Partisipan adalah pelanggan PT Palapa Elektronik Lamongan yang telah melakukan minimal dua kali pembelian dari toko tersebut dalam enam bulan sebelum penelitian. Alat pengolah datanya adalah teknik pemodelan struktural yang memanfaatkan metodologi Partial Least Square (PLS-SEM). Temuan penelitian ini menunjukkan bahwa experiential marketing secara signifikan mempengaruhi keterlibatan dan loyalitas konsumen. keterlibatan klien juga secara signifikan mengubah korelasi antara experiential marketing dan loyalitas klien. With experiential marketing, customers have an unforgettable experience with your brand. If this type of marketing is successful, it can give them a positive attitude. This experience creates a stronger bond and brand loyalty between the brand and the customer.
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Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology and Marketing, 21(10), 799–822. https://doi.org/10.1002/mar.20030
Zaid, S., & Patwayati, P. (2021). Impact of customer experience and customer engagement on satis- faction and loyalty: A case study in Indonesia. Journal of Asian Finance, Economicsand Business, 8(4), 983–992. https://doi.org/10.13106/jafeb.2021.vol8.no4.0983
Agyei, J., Sun, S., Abrokwah, E., Penney, E. K., & Ofori-Boafo, R. (2020). Influence of trust on customer engagement: Empirical evidence from the insurance industry in Ghana. SAGE Open, 10(1). https://doi.org/10.1177/2158244019899104
Åkesson, M., Edvardsson, B., & Tronvoll, B. (2014). Regular issue paper: Customer experience from a self-service system perspective. Journal of Service Management, 25(5), 677–698. https://doi.org/10.1108/JOSM-01-2013-0016
Annur, C. M. (2022, November 9). Survei: Konsumen perempuan paling banyak berburu produk kecantikan saat harbolnas. Diakses melalui https://databoks.katadata.co.id/datapublish/2022/11/09/survei-konsumen-perempuan-paling-banyak-berburu-produk-kecantikan-saat-harbolnas
Arun, R. (2023, February 14). IKEA marketing strategy 2023: A case study. Diakses melalui https://www.simplilearn.com/tutorials/marketing-case-studies-tutorial/ikea-marketing-strategy-case-study
Badan Pusat Statistik. (n.d.). Retrieved March 2, 2023, from https://www.bps.go.id/id/indicator/29/836/1/persentase-rumah-tangga-menurut-provinsi-tipe-daerah-dan-status-kepemilikan-rumah-milik-sendiri.html
Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018). Customer experience challenges: bringing together digital, physical and social realms. Journal of Service Management, 29(5), 776–808. https://doi.org/10.1108/JOSM-04-2018-0113
Della. (2022, January 31). 4 Strategi IKEA menjual produk murah dan menguntungkan - Zahir. Diakses melalui https://zahiraccounting.com/id/blog/strategi- ikea/
Finn, A. (2021, October 4). IKEA: setting the standard for experiential marketing. Diakses melalui https://dlmdd.com/ikea-setting-the-standard-for-%20experiential-marketing
Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2019). S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 47(1), 161– 185. https://doi.org/10.1007/s11747-016-0494-5
Kemenperin: Tumbuh 8 Persen, Industri Furnitur Tangguh Hadapi Dampak Pandemi. (2021, September 20). Retrieved March 4, 2023 from https://kemenperin.go.id/artikel/22793/Tumbuh-8-Persen,-Industri-Furnitur-Tangguh-Hadapi-Dampak-Pandemi
Kumar, V., Rajan, B., Gupta, S., & Pozza, I. D. (2019). Customer engagement in service. Journal of the Academy of Marketing Science, 47(1), 138–160. https://doi.org/10.1007/s11747-017-0565-2
Lu, S., Marjerison, R. K., & Seufert, J. H. (2023). Experiential marketing, customer engagement, and brand loyalty in the luxury fashion industry: Empirical Evidence from China. Review of Integrative Business and Economics Research, 12, 58.
Öztürk, R. (2020). Exploring the relationships between experiential marketing, customer satisfaction and customer loyalty: An empirical examination in konya (international journal of economics and the effect of special shopping sites on the customer satisfaction of the logistic service quality in the campaign periods). Diakses melalui https://www.researchgate.net/publication/328676636_Exploring_the_Relationships_between_Experiential_Marketing_Customer_Satisfaction_and_Customer_Loyalty_An_Empirical_Examination_in_Konya_International_Journal_of_Economics_and_Management_Engineering_6-
P., Walter. (2022, July 6). 5 Tips menabung untuk anak muda usia 20-an | KoinWorks Blog. Diakses melalui https://koinworks.com/blog/tips-menabung- untuk-anak-muda/
Panen Cuan dengan Usaha Perabotan Rumah Tangga. (2023, February 25). LalaMove.com. https://www.lalamove.com/id/blog/usaha-perabotan-rumah-tangga/
Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. https://doi.org/10.1007/s11747-016-0485-6
Rather, R. A., & Hollebeek, L. D. (2021). Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age. Journal of Retailing and Consumer Services, 60. https://doi.org/10.1016/j.jretconser.2021.102453
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/026725799784870496
Schmitt, B., & Zarantonello, L. (2013). Consumer experience and experiential marketing: A critical review. In Review of Marketing Research (Vol. 10, pp. 25–61). https://doi.org/10.1108/S1548-6435(2013)0000010006
Slack, N., Singh, G., & Sharma, S. (2020). The effect of supermarket service quality dimensions and customer satisfaction on customer loyalty and disloyalty dimensions. International Journal of Quality and Service Sciences, 12(3), 297–318. https://doi.org/10.1108/IJQSS-10-2019-0114
Streiner, D. L. (2005). Finding our way: An intro- duction to path analysis. Canadian Journal of Psychiatry, 50(2), 115–122. https://doi.org/10.1177/070674370505000207
Sugiyono. (2011). Pengertian populasi dan sampel dalam penelitian. Diakes Blog’s Bimbingan. https://sugithewae.wordpress.com/2012/11/13/p engertian-populasi-dan-sampel-dalam- penelitian/
Sugiyono. (2013). Metodelogi penelitian kuantitatif, kualitatif dan R&D. Bandung: Alfabeta.
Trilaksono, A. I., & Prabowo, B. (2023). Analisis pengaruh experiential marketing terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening: Studi kasus pada Gojek di Surabaya. Reslaj: Religion Education Social Laa Roiba Journal, 5, 101. https://doi.org/10.47476/reslaj.v5i1.1262
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology and Marketing, 21(10), 799–822. https://doi.org/10.1002/mar.20030
Zaid, S., & Patwayati, P. (2021). Impact of customer experience and customer engagement on satis- faction and loyalty: A case study in Indonesia. Journal of Asian Finance, Economicsand Business, 8(4), 983–992. https://doi.org/10.13106/jafeb.2021.vol8.no4.0983
Published
2024-04-18
Section
Articles
Copyright (c) 2024 Ahmad Fathur Rozi, Ahmad Yani Syaiichudin, Ariefah Sundari, Saifuddin Zuhri, Mohammad Rizal Nur Irawan
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