Pengaruh experiental marketing terhadap kepuasan dan loyalitas pelanggan restoran 150 eatery di bogor

Nowadays in the consumer food industry does not only perceive a restaurant from its food quality alone but they want a restaurant that provides a touching sensation and can fulfill their lifestyle. Consumers want products that can give them an experience. To overcome this phenomena, the concept of marketing has grown tremendously to an experiential marketing given by producers of the food industry so that consumers have a distinctive experience of evaluation on consumption situations, considering on consumer’s rationality and emotionality. Food and beverage industry in Indonesia especially Bogor is growing very rapidly due to the high level of demand by consumers. Culinary tourism has become part of the lifestyle that not only owned by urban communities, but also almost all levels of society in Indonesia. 150 Eatery comes as one of the places that provides unique places and menus at an affordable price. The presence of 150 Eatery as one of the culinary places in Bogor adds a range of culinary places that can be visited in Bogor. Competition in the culinary industry affects the business run by 150 Eatery. Consumers have many culinary options so the bargaining power of any restaurant is weakened. The population in this study were all customers who had visited or were visiting at 150 Eatery. The method of determining the sample is done by purposive sampling method with the number of respondents as much as 175 respondents. Testing of research hypothesis by using Structural Equation Modeling (SEM) analysis. The results showed that Experiential Marketing has a positive and significant impact on customer satisfaction. Customer satisfaction has a positive and significant impact on customer loyalty, and Experiental Marketing has no direct effect on customer loyalty. For variables that best reflect Experiential Marketing is the variable act