Pengaruh Experiential Marketing dalam Membangun Experiential Value dan Relationship Quality yang Berdampak bagi Loyalty (Studi pada Konsumen Happiness Kitchen And Coffee, Ciganjur -- Jakarta Tahun 2018)
-
Published: 23 April 2026
-
Page: 13-24
Abstract
Penelitian ini membahas tentang Pengaruh Experiential Marketing dalam membangun Experiential Value dan Relationship Quality yang berdampak bagi Loyalty. Tujuan Penelitian ini adalah untuk mengetahui pengaruh Experiential Marketing terhadap Expetiential value, Experiential Market- ing Terhadap Relationship Quality, Experiential Value terhadap Loyalty, dan Relationship quality terhadap Loyalty. Metode Penelitian menggunakan Metode Survey, jenis penelitian ini yaitu Kuan- titatif, dengan Metode Analisis Data Structural Equation Modeling (SEM). Hasil Penelitiannya yaitu Experiential Marketing berpengaruh positif sebesar 0,96 terhadap terbentuknya Experiential Value, Experiential Marketing berpengaruh positif sebesar 0,99 terhadap terbentuknya Relation- ship Quality, Experiential Value berpengaruh positif sebesar 0,33 terhadap terbentuknya Loyalty, Relationship Quality berpengaruh positif sebesar 0,64 terhadap terbentuknya Loyalty. Kesimpulan Penelitian ini dapat memberikan informasi kepada Happiness Kitchen and Coffee, Ciganjur-Jakarta untuk dapat meningkatkan Experiential Marketing yang akan mempengaruhi peningkatan Experi- ential Value dan Relationship Quality sehingga konsumen Loyal dan memberikan penilaian yang positif kepada Happiness Kitchen and Coffee, Ciganjur – Jakarta Tahun 2018.Keywords
- Experiential Marketing
- Experiential Value
- Relationship Quality
- Loyalty
Lisensing Information
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
How to Cite
Khadijah, A., Rahmah, L., & Renjana, R. (2026). Pengaruh Experiential Marketing dalam Membangun Experiential Value dan Relationship Quality yang Berdampak bagi Loyalty (Studi pada Konsumen Happiness Kitchen And Coffee, Ciganjur -- Jakarta Tahun 2018). Jurnal ISIP: Jurnal Ilmu Sosial Dan Ilmu Politik, 16(2), 13–24. https://doi.org/10.36451/jisip.v16i2.548
References
- Dorsch, M.J., Swanson, S.R. and Kelley, S.W. 1998, The role of relationship quality in the stratification of vendors as perceived by customers, Journal of The Academy of Marketing Science, Vol. 26
- Holbrook, M.B, and Hirschman, E.C. 1982. The Experiental Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9, 132140.
- Holbrook, M.B. and Corfman, K.P. (1999), “Quality and Value in the Consumption Experience: Phaedrus Rides Again’’, dalam Jacoby, J.R.W. and Olson, J.C. (Eds), Perceived Quality, Lexington Books, Lexington, MA, pp. 31-57.
- Jin, N.P. Line, N.D. dan Goh Beh. 2013. Experiential Value, Relationship Quality and, Customer Loyalty in Full-Service Restaurant: The Moderating Role of Gender. Journal of Hospitality Marketing & Management. Vol.22, Pp 679 - 700.
- Kotler, Philip and Gary Armstrong. 2012. Prinsip-prinsip Pemasaran. Edisi 13. Jilid 1. Jakarta: Erlangga
- Kotler, Philip and Kevin Lane Keller, 2016. Marketing Managemen, 15th Edition, Pearson Education,Inc.
- Schmitt, Bernd, 1999, Experiential Marketing. The Free Press New York
- You Ming, C. 2010. Study on the Impacts of Experiential Marketing and Customers´ Satisfaction Based on Relationship Quality, International Journal of Organizational Innovation 3(1): 189–209.
- Verhoef, P.C. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share development. The Journal of Marketing. 67 (4). 30-45.
- Wijanto, S. 2008. Structural Equation Modelling dengan Lisrel 8.8. Graha Ilmu, Yogyakarta Wong dan Mei, 2010. A Study of Effect TV Drama in Relationships Among Tourist Experiential Marketing, Experiantial Value and Satisfaction. The International Journal of Organizational Innovation, Vol 2, No. 3 : 107-123
- You Ming, C. 2010. Study on the Impacts of Experiential Marketing and Customers Satisfaction Based on Relationship Quality, International Journal of Organizational Innovation 3(1): 189–209.
