Abstract:
This research is conducted to analyze the influence of emotion marketing and experiential marketing to customer loyalty of BQ resto & cafe in Pekanbaru on Jl. Gatot Subroto. The research consists of a dependent variable which is customer loyalty (Y) and seven independent variables. Emotion marketing consists of product (X1) and equity (X2), while experiential marketing consists of sense (X3), feel (X4), think (X5 ), act (X6) and relate (X7). The population of the research is the customer of BQ resto & cafe with a sample of one hundred respondents by using purposive sampling. Data analysis using quantitative methode with SPSS version seventeen.
The result of this research convey that all of the independent variables simultaneously affect the customer loyalty significantly. A partial test shows that act and relate have significant effect while the other independent variables do not have significant effect. Adjusted R square showing at moderate level (thirthy two point nine percent). It mean sixty seven point one percent has been affected by other variable beyond this research.
The conclusion of this research shows that only act and relate variables have effect on customer loyalty significantly. Therefore BQ resto & cafe should pay serious attention to other independent variables in order to enhance the customer loyalty such as serving a unique taste of food, give special discounts on special events, increasing food serving more quickly, and delivering surprise and impresive experience to customer, etc.
