Pengaruh Experiential Marketing Dan Brand Trust Terhadap Kepuasan Pelanggan Dan Loyalitas Pelanggan (Survei Pada Pelanggan Kfc Cabang Kawi Malang)

This research aims to know the influence of Experiential Marketing and Brand Trust on The Customer Satisfaction and Customer Loyalty. The Exogenous variables that used in the research were Experiential Marketing (X1) and Brand Trust (X2), while the intervening variable in the research was Customer Satisfaction (Y1) and endogenous variable that used in the research was Customer Loyalty (Y2). The research's type that used was explanatory research with quantitative approach. The research location was at KFC Kawi of Malang Branch. The data collection method that used was through questionnaire. Data analysis technique that used was descriptive analysis and path analysis. Results of path analysis showed that The Experiential Marketing Variables (X1) and variable Brand Trust (X2) influence the Customer Loyalty variable (Y2) through Customer Satisfaction variable (Y1)