Abstract:
This research is conducted to analyze the influence of experiential marketing
to customer loyalty at Kayu Manis Garden Resto & Gallery restaurant in Pekanbaru.
The population of the research is the customer of Kayu Manis Garden Resto &
Gallery. The amount of samples are selected four hundred costumers by using
purposive sampling. The research consists of a dependent variable that is customer
loyalty and five independent variables which are dimension of experiential marketing
: sense, feel, think, act and relate. Data analysis using quantitatif method with SPSS
version seventeen.
The result of this research convey that all of the independent variables
simultaneously affect the customer loyalty significantly. At partially test only sense,
think, and act has affect significantly while the others independent variables affect
not significantly. Adjusted R square show at moderate level (thirty nine point nine
percent). It means sixty point one percent has affect by other variable beyond this
research.
The conclution of this research show only variable sense, think, and act has
affect to customer loyalty significantly. Therefore Kayu Manis Garden Resto &
Gallery restaurant should be pay attetion seriously to other independent variables in
order to enhance the customer loyalty by delivered member card system, customer
gathering, special discount / point value for member, etc.
