THE EFFECT OF EXPERIENTIAL MARKETING AND RETAIL MARKETING MIX ON CONSUMER LOYALTY THROUGH CUSTOMER SATISFACTION AS A MEDIATION VARIABLE IN THE SANJAI DUNSANAK KITO’S FOOD SOUVENIR SHOP

  • Renol Fernanda Magister Management, Faculty of Economics, Andalas University
  • Syafrizal Syafrizal Magister Management, Faculty of Economics, Andalas University

Abstract

Abstract: The Effect of Experiential Marketing and Retail Marketing Mix on Consumer
Loyalty Through Customer Satisfaction as a Mediation Variable in The Sanjai Dunsanak
Kito’s Food Souvenir Shop. This study aims to examine: 1) the effect of experiential marketing
on consumer satisfaction in the Sanjai Dunsanak Kito’s food souvenir shop 2) the effect of
retail marketing mix on consumer satisfaction in the Sanjai Dunsanak Kito's food souvenir
shop 3) the effect of customer satisfaction on consumer loyalty in the Sanjai Dunsanak Kito’s
food souvenir shop 4) the effect of experiential marketing on consumer loyalty in the Sanjai
Dunsanak Kito's food souvenir shop 5) the effect of retail marketing mix on consumer loyalty
in the Sanjai Dunsanak Kito's food souvenir shop 6) the effect of experiential marketing on
consumer loyalty through customer satisfaction as mediation variable in the Sanjai Dunsanak
Kito’s food souvenir shop 7) the effect of retail marketing mix on consumer loyalty through
customer satisfaction as a mediating variable in the Sanjai Dunsanak Kito’s food souvenir
shop. The object of the research is the food souvenir shop Sanjai Dunsanak Kito.
Keywords: Experiential Marketing, Retail Marketing Mix, Customer Satisfaction and Customer
Loyalty.

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Published
2019-04-27
How to Cite
FERNANDA, Renol; SYAFRIZAL, Syafrizal. THE EFFECT OF EXPERIENTIAL MARKETING AND RETAIL MARKETING MIX ON CONSUMER LOYALTY THROUGH CUSTOMER SATISFACTION AS A MEDIATION VARIABLE IN THE SANJAI DUNSANAK KITO’S FOOD SOUVENIR SHOP. Buletin Studi Ekonomi, [S.l.], p. 241-250, apr. 2019. ISSN 2580-5312. Available at: <https://ojs.unud.ac.id/index.php/bse/article/view/48705>. Date accessed: 06 july 2020. doi: https://doi.org/10.24843/BSE.2018.v23.i02.p07.
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Articles