Pengaruh Experiential Marketing dan Customer Value terhadap Customer Loyalty melalui Customer Satisfaction

In a landscape marked by increasing rivalry within the coffee shop industry, fostering client loyalty has become a vital business need. This research seeks to evaluate the influence of experience marketing and customer value on customer loyalty, with customer satisfaction serving as a mediating variable, particularly among Starbucks patrons in Indonesia. This research used a quantitative approach using an online survey conducted with 180 individuals, chosen by purposive selection. Data analysis was performed using Structural Equation Modeling (SEM) approach, utilizing AMOS software for analytical functions. The analytical findings indicated that experience marketing substantially impacts consumer pleasure; nevertheless, it does not directly affect customer loyalty. Conversely, consumer value significantly influences both customer satisfaction and customer loyalty. Nonetheless, customer happiness does not have a substantial impact on customer loyalty, nor does it function as a mediator in the interaction among experiential marketing, customer value, and customer loyalty. The results indicate that while the combination of great experiences and perceived value might improve consumer happiness, they are inadequate for cultivating enduring loyalty. The divergence between visual expectations and emotional considerations is a substantial impediment to the development of loyalty. Consequently, coffee shop owners are encouraged to implement a comprehensive plan that constantly integrates emotional, functional, and visual elements to enhance long-term client loyalty.