THE EFFECT OF EXPERIENTAL MARKETING TO CUSTOMER LOYALTY

Abstract

The purpose of this study is to examine the effect of experiential marketing as measured by sense, feel, think, act and relate to customer loyalty. The sampling technique used purposive sampling with 97 people as samples, the research method used in this study is quantitative methods using SPSS. The result of analysis using multiple linear regression show that 1) sense has a positive effect on customer loyalty, 2) feel has a positive effect on customer loyalty, 3) think has a positive effect on customer loyalty, 4) act has a positive effect on customer loyalty, 5) relating has a positive effect on customer loyalty.