Analysis of Experiential Marketing and Brand Image on Customer Satisfaction at The Coffee Bean & Tea Leaf

This study aimed to analyze the influence of experiential marketing and brand image on consumer satisfaction. An explanatory research design with a quantitative approach was employed. The study focused on consumers of The Coffee Bean & Tea Leaf in South Jakarta, utilizing a probability random sampling technique. Data were collected from 150 respondents via questionnaires distributed to consumers who had visited an outlet at least once. Data analysis was conducted using SmartPLS 3.0 software. The results yielded a T-statistic of 14.485 and a P-value of 0.000, indicating that experiential marketing and brand image have a significant influence on consumer satisfaction. An R-square value of 0.926 demonstrates that the dimensions of Sense, Feel, Think, Act, Relate, Corporate Image, Product Image, and User Image account for 92.6% of the variation in consumer satisfaction, while the remaining 7.4% is explained by factors outside the research model. Specifically, the "Feel" indicator within experiential marketing and the "Corporate Image" indicator within brand image emerged as the most dominant factors influencing consumer satisfaction at The Coffee Bean & Tea Leaf, with path coefficients of 0.225 and 0.231, respectively. These findings suggest that the company should prioritize enhancing the consumer's emotional experience and corporate reputation to maintain consumer satisfaction.