THE INFLUENCE OF EXPERIENTIAL MARKETING TO CUSTOMER LOYALTY AT KAYU MANIS GARDEN RESTO & GALLERY IN PEKANBARU

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.