The Effect of Experiential Marketing on Customer's Brand Loyalty in Modern Retail Business: A Case Study of Jambi City in Indonesia

This study conducts test and analysis on the impact of experiential marketing on modern retail business in Jambi City. Data collected from Matahari Hypermart in Jambi City was tested and analyzed to determine the influence of experiential marketing on the customer's brand loyalty of modern retail business. Sampling technique is based on certain considerations namely, the customers and the visitors at modern retail Matahari Hypermart in one (1) year, from 2014 to 2015. The number of respondents out of 115 questionnaires distributed for the study is 115. Sampling technique carried out by purposive sampling. Structural Equation Model (SEM) software AMOS 18 was used for interpretation and analyzing data. The results show that; Sense has positive influence on experiential marketing (hypothesis 1), Feel has a positive influence on experiential marketing (hypothesis 2), Think has positive influence on experiential marketing (hypothesis 3), Act has positive influence on experiential marketing (hypothesis 4), Relate has positive effect on experiential marketing (hypothesis 5), Experiential Marketing has positive effect on brand loyalty (hypothesis 6). The results of the analysis describe causal relationships between variables that are being developed in the research model. The proposed model can be accepted after the assumed condition are met and that the normality of standardized Residual Covariance is