The Influence Of Customer Value, Experiential Marketing On Customer Loyalty With Customer Satisfaction As An Intervening Variable

Background: The aim of this research is to analyze the influence of customer value, experiential marketing on customer loyalty with customer satisfaction as an intervening variable (study of Gojek service users in the Special Region of Yogyakarta). The research sample consisted of 150 respondents selected based on nonprobability sampling, with a purposive sampling technique. Data collection was carried out through the use of a questionnaire. The data analysis method used is Structural Equational Modeling (SEM) with processing using the AMOS version 24 program. The results of this research show that customer value has a positive and significant effect on customer satisfaction. Experiential marketing has a positive and significant effect on customer satisfaction. Customer value has a positive and significant effect on customer loyalty. Experiential marketing has a positive and significant effect on customer loyalty. Customer satisfaction has a positive and significant effect on customer loyalty. Customer satisfaction is able to partially mediate the influence of customer value on customer loyalty. And customer satisfaction is able to partially mediate the influence of experiential marketing on customer loyalty