The effect of experiential marketing and product variation on customer loyalty of Omben Geden in Pacitan city mediated by customer satisfaction
Keywords:
Experiential marketing, Product variation, Customer satisfactionAbstract
The purpose of this research is to analyze the impact of experiential marketing and product variation on consumer loyalty driven by customer satisfaction at Omben Geden in the city of Pacitan. Omben Geden is a type of MSME operating in the city of Pacitan, East Java Province, and engaged in the beverage industry. The purpose of the research is to examine the customer loyalty of Omben Geden in Pacitan City, which is influenced by experiential marketing and product variations. Meanwhile, the researcher proposes Customer Satisfaction as a mediating variable in the investigation. This research was conducted using quantitative techniques and applied accidental sampling methods. The sampling was conducted by sending questionnaires via Google Form to 98 individuals who are customers of Omben Geden in Pacitan City. Then, the raw data was processed and analyzed using SmartPLS version 4.1. The results of this study prove that experiential marketing and product variation affect customer satisfaction, experiential marketing and product variation affect consumer loyalty, and customer satisfaction successfully mediates the influence of experiential marketing and product variation on customer loyalty.
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