Pengaruh Experiential Marketing terhadap Kepuasan dan Loyalitas Pelanggan (Studi Kasus Pelanggan CGV Collectible Ticket)

Abstract

JASMINE CAMILIA NUGROHO. Pengaruh Experiential Marketing terhadap Kepuasan dan Loyalitas Pelanggan (Studi Kasus Pelanggan CGV Collectible Ticket). Dibimbing oleh LINDA KARLINA SARI dan HENY KUSWANTI SUWARSINAH. Industri film di sektor bioskop berkembang pesat dengan persaingan ketat dan perubahan cara menikmati film akibat teknologi dan layanan streaming. Bioskop seperti CGV menggunakan strategi pemasaran seperti experiential marketing melalui collectible ticket untuk meningkatkan kepuasan dan loyalitas pelanggan. Penelitian ini menganalisis pengaruh experiential marketing terhadap kepuasan dan loyalitas pelanggan CGV collectible ticket menggunakan metode purposive sampling serta analisis SEM dan deskriptif. Hasil penelitian menunjukkan bahwa experiential marketing berpengaruh terhadap kepuasan pelanggan, kepuasan berpengaruh terhadap loyalitas pelanggan, experiential marketing tidak berpengaruh terhadap loyalitas, dan experiential marketing berpengaruh terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel mediasi.

The film industry in the cinema sector is rapidly growing with intense competition and changing ways of enjoying films due to technology and streaming services. Cinemas like CGV use marketing strategies such as experiential marketing through collectible ticket to enhance customer satisfaction and loyalty. This study analyzes the influence of experiential marketing on the satisfaction and loyalty of CGV collectible ticket customers using purposive sampling methods and SEM and descriptive analysis. The results show that experiential marketing affects customer satisfaction, satisfaction affects customer loyalty, experiential marketing does not directly affect loyalty, and experiential marketing influences loyalty through customer satisfaction as a mediating variable.