PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN (Studi Pada Pelanggan Cafe Vaporious Society Blitar)

This study aimed to analyze the experiential marketing, customers’ satisfaction, and customers’ loyalty and to analyze the effects of experiential marketing towards the customers’ loyalty through customers’ satisfaction as an intervening variable in Cafe Vaporious Society Blitar. The data were obtained through questionnaire. There were 100 customers selected through purposive sampling. This is an explanatory and quantitative study with survey method. Test instrument used comprised the validity and reliability tests. The data were analyzed through path analysis and hypothesis test. The findings showed that the experiential marketing significantly affect the customers’ satisfaction. The customers’ satisfaction significantly affected the customers’ loyalty. The experiential marketing significantly affected the customers’ loyalty. Meanwhile, the experiential marketing significantly affected the customers’ loyalty through customers’ satisfaction