HUBUNGAN ANTARA EXPERIENTIAL MARKETING, KEPUASAN, DAN LOYALITAS (STUDI PADA WISATA TELAGA SARANGAN MAGETAN)

SETYA PALUPI RATMAWATI

Abstract


The development of the current potential for tourism continues to increase with the emergence of tourism changes in attracting the attention of tourists. Various strategies are managed to give the impression of experience in the minds of visitors. Tourism improvements implemented in the strategy prioritize old visitors as loyalty given by visitors to the tour. The purpose of this study is to analyze and discuss the effect of experiential marketing on loyalty with satisfaction as a mediating variable in Lake SaranganMagetan.The study uses respondents aged at least 19 years with the provision that at least 2 times visit Sarangan Lake. The sample in this study collected 210 respondents offlines at the TelagaSarangan location using non-probability samples with a technique namely path analysis. The type of research used is quantitative research.The results of this study indicate that experiential marketing has a positive and significant influence on satisfaction, satisfaction has a positive and significant influence on loyalty, and experiential marketing has a positive and significant influence on loyalty with partial proven mediation.

Keywords: experiential marketing; loyalty; satisfaction


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