Pengaruh Experiential Marketing terhadap Brand Loyalty yang Dimoderasi oleh Customer Satisfaction
Abstract
Abstract. This research has three objectives in terms of experiential marketing, brand loyalty, and customer satisfaction which focuses on Scarlett products sold on the Shopee application. These three goals include; (1) Knowing the general description of the variables used; (2) Investigating the positive and significant influence of experiential marketing on brand loyalty for Scarlett products; and (3) Investigating the moderating influence of customer satisfaction on the relationship between experiential marketing and brand loyalty for the Scarlett brand. The method used in this research was to carry out verification analysis on the results of the questionnaire distributed to 158 respondents and then readjusted, so that the respondents used were 120 respondents. The results of this research show that experiential marketing has a positive and significant influence on brand loyalty, and customer satisfaction can moderate the value of experiential marketing on brand loyalty. So, brand loyalty will increase along with the increase in experiential marketing. Apart from that, the increase in brand loyalty by experiential marketing can also be moderated by the increase in customer satisfaction.
Abstrak. Penelitian ini memiliki tiga tujuan dalam hal experiential marketing, brand loyalty, dan customer satisfaction yang berfokus pada produk Scarlett yang dijual pada applikasi Shopee. Tiga tujuan tersebut diantaranya; (1) Mengetahui gambaran umum perihal variabel yang digunakan; (2) Menginvestigasi pengaruh positif dan signifikan experiential marketing terhadap brand loyalty pada produk Scarlett; dan (3) Menginvestigasi pengaruh moderasi costumer satiscation dalam hubungan antara experiential marketing dan brand loyalty pada brand Scarlett. Metode yang digunakan dalam penelitian ini yaitu dengan melakukan analisis verifikatif pada hasil kuesioner yang disebarkan kepada 158 responden yang kemudian dilakukan penyesuaian kembali, sehingga responden yang digunakan yaitu sebanyak 120 responden. Hasil penelitian ini menunjukkan bahwa experiential marketing memiliki pengaruh positif dan signifikan terhadap brand loyalty, dan customer satisfaction mampu memoderasi nilai experiential marketing terhadap brand loyalty. Sehingga, brand loyalty akan meningkat seiring dengan meningkatnya experiential marketing, selain itu peningkatan brand loyalty oleh experiential marketing tersebut dapat dimoderasi juga peningkatannya dengan customer satisfaction.
References
1. Rukmawati DR, Dzulkarnain I. Konstruksi Kecantikan Di Kalangan Wanita Karier (Di Kecamatan Lamongan, Kabupaten Lamongan). Dimens Sociol. 2015;8(1).
2. Kontan.co.id. Demi Kebutuhan Penampilan, Industri Kecantikan Terus Meningkat [Internet]. 2024 [cited 2024 Aug 1]. Available from: https://images.kontan.co.id/photo_story/1630/Demi+Kebutuhan+Penampilan%2C+Industri+Kecantikan+Terus+Meningkat
3. Indonesia.go.id. Kinclong Industri Kosmetik Tanah Air [Internet]. 2024 [cited 2024 Aug 1]. Available from: https://indonesia.go.id/kategori/editorial/7984/kinclong-industri-kosmetik-tanah-air?lang=1
4. Kemenperin.go.id. Rencana Induk Pembangunan Industri Nasional [Internet]. 2015. Available from: https://www.kemenperin.go.id/ripin#:~:text=Rencana Induk Pembangunan Industri Nasional (RIPIN) 2015-2035 ditetapkan,dalam perencanaan dan pembangunan industri.
5. ZAP. ZAP Beauty Index 2022 [Internet]. 2022. Available from: https://zapclinic.com/zap-beauty-index-download
6. Bps.go.id. E-Commerce 2021, “Memperkuat Ketahanan Ekonomi untuk Pertumbuhan yang Berkualitas” [Internet]. 2021 [cited 2023 Nov 11]. Available from: https://boyolalikab.bps.go.id/news/2021/09/01/289/survei-e-commerce-2021-----memperkuat-ketahanan-ekonomi-untuk-pertumbuhan-yang-berkualitas---.html
7. Marisa O, Rowena J. Pengaruh Brand Image, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Kembali Pada Produk High End Make Up and Skin Care Pada Generasi Millenial Jakarta. Maret. 2019;7(2):161–70.
8. Goodstats.id. E-Commerce dengan Kunjungan Tertinggi di Indonesia Awal 2023 [Internet]. 2023 [cited 2023 Nov 11]. Available from: https://goodstats.id/infographic/jawara-e-commerce-awal-tahun-2023-aWYOo
9. Similarweb.com. Shopee 2023 Overview [Internet]. 2023 [cited 2023 Nov 11]. Available from: https://www.similarweb.com/website/shopee.co.id/#overview
10. Zhang T, Li P, Yang L-X, Yang X, Tang YY, Wu Y. A discount strategy in word-of-mouth marketing. Commun Nonlinear Sci Numer Simul. 2019;74:167–79.
11. Rita P, Oliveira T, Farisa A. The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon. 2019;5(10).
12. Tandon U, Kiran R, Sah AN. The influence of website functionality, drivers and perceived risk on customer satisfaction in online shopping: an emerging economy case. Inf Syst E-bus Manag. 2018;16:57–91.
13. Febrianti AN. Pengaruh Harga, Kualitas Produk dan Kepuasan Konsumen Terhadap Loyalitas Pelanggan Pada Pabrik Tahu Budi Sari Jaya. Universitas PGRI Adi Buana Surabaya; 2019.
14. Mofokeng TE. The impact of online shopping attributes on customer satisfaction and loyalty: Moderating effects of e-commerce experience. Cogent Bus Manag. 2021;8(1):1968206.
15. Latuconsina Z, Tupamahu WA. Pengaruh Fokus Pada Pelanggan, Keterlibatan Total, Perbaikan Berkesinambungan Terhadap Kepuasan Konsumen Hasjrat Abadi Ambon. Manis J Manaj dan Bisnis. 2020;3(2):24–36.
16. Bernarto I, Berlianto MP, Meilani YFCP, Masman RR, Suryawan IN. The influence of brand awareness, brand image, and brand trust on brand loyalty. J Manaj. 2020;24(3):412–26.
17. van der Westhuizen L-M. Brand loyalty: exploring self-brand connection and brand experience. J Prod Brand Manag. 2018;27(2):172–84.
18. Marliawati A, Cahyaningdyah D. Impacts the brand of experience and brand image on brand loyalty: Mediators brand of trust. Manag Anal J. 2020;9(2):140–51.
19. Saraswati AI. “Biar Mirip K-pop Idol”: Optimalisasi Penampilan K-pop Dance Cover di Kota Makassar. Emik. 2023;6(2):131–53.
20. Liputan6.com. Pengguna Internet di Jabar Capai 35,1 Juta, Berkah Bagi Ekonomi Digital [Internet]. 2022 [cited 2024 Jan 15]. Available from: https://www.liputan6.com/regional/read/4903372/pengguna-internet-di-jabar-capai-351-juta-berkah-bagi-ekonomi-digital
21. Detik.com. Lima Daerah Terpadat Penduduknya di Jawa Barat [Internet]. 2022 [cited 2024 Jan 15]. Available from: https://www.detik.com/jabar/berita/d-5950080/lima-daerah-terpadat-penduduknya-di-jawa-barat
22. Hair JF, Black WC, Babin BJ, Anderson RE, Tatham RL. Multivariate Data Analysis. 7th ed. New Jersey: Prentice-Hall: South-Western Publishing Company; 2010.
23. Leahy R, Fenton P, Barry H. Experiential marketing: Integrated theory & strategic application. Sage; 2022.
24. Chakti G. The Book of Digital Marketing: Buku Pemasaran Digital Vol 1. Celebes Media Perkasa; 2019.
25. Iriawan H. Manajemen merek & kepuasan pelanggan. Penerbit NEM; 2021.
26. Arikunto S. Metode peneltian. Jakarta: Rineka Cipta. 2010;
27. Agustina RD, Putra RP, Listiawati M. Development of Sophisticated Thinking Blending Laboratory (STB-LAB) to Improve 4C Skills for Student as Physics Teacher Candidate. J Penelit Pengemb Pendidik Fis. 2022;8(1):65–82.
28. Schmitt BH. Experiential marketing: How to get customers to sense, feel, think, act, relate. Simon and Schuster; 2000.
29. Yakub R, Saleh K, Putra M. The Effect of Experiential Marketing and Emotional Marketing on Customer Loyalty in “LGS” Showroom. Int J Soc Sci Bus. 2022;6(1):83–90.
30. Zarantonello L, Schmitt BH. The impact of event marketing on brand equity: The mediating roles of brand experience and brand attitude. Int J Advert. 2013;32(2):255–80.
31. Schmitt B, Brakus JJ, Zarantonello L. From experiential psychology to consumer experience. J Consum Psychol. 2015;25(1):166–71.
32. Schmitt B, Zarantonello L. Consumer experience and experiential marketing: A critical review. Rev Mark Res. 2013;25–61.
33. Wahyono W, Nurjanah U. Building customer loyalty through strategy experiential marketing, service quality, and customer satisfaction. Manag Anal J. 2020;9(2):122–31.
34. Nasrah R. The Effect Of Experiential Marketing Toward Customer Loyalty (Empirical Study Of Fast Food Restaurants In Padang City). Int J Manag Bus. 2020;1(2):104–10.
35. Erida E, Rosita S, Alhadey H. The Effect of Experiential Marketing on Customer’s Brand Loyalty in Modern Retail Business: A Case Study of Jambi City in Indonesia. Int J Manag Sci Bus Res. 2016;5(1):125–35.
36. Phillip K, Keller KL. Marketing Management 16 edition. New Jersey Pearson; 2016.
37. Budiarta SI, Fachira I. Customer loyalty: the effects of service loyalty and the mediating role of customer satisfaction study case: PT Sabda Alam hotel. J Bus Manag. 2017;251.
38. Surya ED, Aditi B, Saragih MG. The Effect of Experiential Marketing on Customer Loyalty with Satisfaction as an Intervening Variables. Enrich J Manag. 2020;11(1, Novembe):103–8.
39. Dilla SF, Ngatno N. Pengaruh Harga Dan Experiential Marketing Terhadap Loyalitas Pelanggan Melalui Kepuasan Konsumen Sebagai Variabel Intervening Pada Konsumen General Repair Pt Nasmoco Pemuda Semarang. J Ilmu Adm Bisnis. 2020;9(4):599–608.
40. Ufairy MM, Farida L. Pengaruh Experiential Marketing terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening pada Pelanggan Tokopedia (Studi Kasus pada Mahasiswa Universitas Islam Negeri Maulana Malik Ibrahim Malang). J Manaj. 2022;12(1):33–44.
