Abstract:
This research is conducted to analyze the influence of experiential marketing
to customer loyalty Pondok Patin Restaurant in Pekanbaru on Kaharuddin Nasution
street. The research consists of a dependent variable that is customer loyalty (Y) and
five independent variables which one dimension of experiential marketing consists of
sense (X1), feel (X2), think (X3), action (X4) and relate (X5). The population in this
research is the customer’s of Pondok Patin Restaurant with four hundred
respondents as the sample by using purposive sampling technique. Data analysis
using quantitative 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
and feel have affect significantly while the others independent variables affect not
significantly. Adjusted R square show at moderate level (twenty three point two
percent). It means seventy six point eight percent has affect by other variable beyond
this research.
The conclution of this research show only variable sense and feel have affect to
customer loyalty significantly. Therefore Pondok Patin Restaurant should be pay
attetion seriously to other independent variables in other to enhance the customer
loyalty by delivered member card system, customer gathering, special discount /
point value for member, etc
