Analysis Of Experiental Marketing, Service Quality, And Customer Satisfaction Towards Customer Loyalty At Hotel Grand Kanaya Medan
DOI:
https://doi.org/10.37676/jmea.v5i2.1506Keywords:
Experiential Marketing, Service Quality, Customer Satisfaction on Customer LoyaltyAbstract
The purpose of this study is to analyze the influence of Experiential Marketing, Service Quality, and Customer Satisfaction on Customer Loyalty at the Grand Kanaya Hotel, Medan. The author conducted a preliminary survey in order to obtain information regarding the problem being studied, namely related to customer loyalty. The research approach used in this study is quantitative. Quantitative data is the analysis of data on numbers containing certain numerics. The population of this study is all Grand Kanaya Medan customers, and the sample was obtained through the results of sample calculations and obtained 99 respondents. Data collection techniques in this study are as follows: 1) questionnaires, 2) interviews, 3) observations. Data analysis techniques use 3 tests, namely: Data quality test, Classical Assumption Test, and Multiple Linear Regression Test. The results of this study indicate that experiential marketing variables have a positive and significant partial influence on Grand Kanaya Medan customer loyalty; service quality has a positive and significant partial influence on Grand Kanaya Medan customer loyalty; customer satisfaction has a positive and significant partial influence on Grand Kanaya Medan customer loyalty; and Experiential marketing, service quality, and customer satisfaction have a significant influence simultaneously on customer loyalty at Grand Kanaya Hotel Medan.
Downloads
References
A.Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry. 1988. “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality”. Journal of Retailing. Vol 64 (1) pp 12-37.
Anggraeni, A. R., & Soliha, E. (2020). Kualitas Produk, Citra Merek dan Persepsi Harga terhadap Keputusan Pembelian (Studi pada konsumen Kopi Lain Hati Lamper Kota Semarang). Al Tijarah, 6 (3), 96-107.
Apriando, J. P., Soesanto, H., Indriani, F., Manajemen, M., & Diponegoro, U. (2019). Pengaruh Kualitas Produk Dan Ketersediaan Produk Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening (Studi Pada Konsumen Minuman Energi M-150 Di Kota Semarang). Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 18(2), 166–183. https://doi.org/10.14710/jspi.v18i2.166-183
Azuar Juliandi, Irfan, S. M. (2015). Metodologi Penelitian Bisnis. Medan. UMSUPRESS.
Bulan, T. P. L. (2016). “Pengaruh Kualitas Pelayanan dan Harga terhadap Loyalitas Konsumen pada PT Tiki Jalur Nugraha Ekakurir Agen Kota Langsa”. Jurnal Manajemen dan Keuangan 5:2. 592–602.
Chandra, H. (2008). Marketing untuk Orang Awam. Palembang : Positioning, Diferensiasi dan Brand.
Christian, P. M., Adolfina, & Genita, G. L. (2017). Pengaruh Komunikasi dan Sikap Kerja Terhadap Presatasi Kerja Karyawan PT. Bank Negara Indonesia Kantor Cabang Manado. EMBA, 5 (2), 613-623.
Ertanto, R., Supriyadi, M., & Syafutra, W. (2021). Hubungan Kekuatan Otot Lengan dan Koordinasi Mata-Tangan dengan Kemampuan Servis Bawah Bola Voli Siswa. Gelanggang Olahraga: Jurnal Pendidikan Jasmani Dan Olahraga (JPJO), 5(1), 9–21. https://doi.org/10.31539/jpjo.v5i1.2850
Ganiyu, R. A. (2017). Customer satisfaction and loyalty: A study of interrelationships and effects in Nigerian domestic airline industry. Journal of Scientific Research and Reports, 15(1), 1-15.
Griffin, Jill. 2005. Customer Loyalty: Menumbuhkan & Mempertahankan Kesetiaan Pelanggan. Jakarta: Erlangga.
Ike Janita Dewi, MBA (2012) Strategi Pemasaran Kain Ulos Pada CV.UPA Sianipar Untuk Dapat Dijadikan Sebagai Komoditi Ekspor. UNSPECIFIED thesis,
JIS. (2023). Pengaruh experiential marketing terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel mediasi. Jurnal Ilmiah Research and Development Student, 1(1). https://doi.org/10.59024/jis.v1i1.403
Kasmir. 2017. Customer Service Excellent: Teori dan Praktik. PT Raja Grafindo Persada: Jakarta.
Hermawan, Kertajaya. (2010). Perjalanan Pemikiran Konsep Pemasaran. Jakarta : PT Gelora Aksara Pratama
Karadeniz, Mustafa, et al. (2013). The Effects of Experiential Marketing and Service Quality on Customer Satisfaction and Customer Loyalty at Shopping Centers. Journal of Naval Science and Engineering Vol 9, No 1.
Kotler, & Keller. (2016). Manajemen Pemasaran (13 ed.). (B. Sabran, Trans.) Jakarta: Erlangga.
Kotler, P., & Gary Armstrong, 2014. Prinsip-prinsip Pemasaran. Edisi 12.Jilid 1. Terjemahan Bob Sebran. Jakarta: Erlangga
Maghnati, F., Ling, K. C., & Nasermoadeli, A. (2012). Exploring the Relationship between Experiential Marketing and Customer Loyalty. International Journal of Business and Management, 7(13), 115-123.)
Manullang, M., & Pakpahan, M. (2018). Metode Penelitian: Proses Penelitian. Praktis. Bandung: Cipta Pustaka Media.
Mashuri. 2020. Analisis Dimensi Loyalitas Pelangan Berdasarkan Perspektif Islam. Vol.9. No.1.
Ndo’Ng, M. Y. (2024). Pengaruh kualitas pelayanan terhadap loyalitas konsumen pada Hotel Neo Eltari by Aston Kupang. Jurnal Glory, 5(1), 1-12. https://ejurnal.undana.ac.id/index.php/glory/article/view/11328
Nasution. 2015. Manajemen Mutu Terpadu. Bogor : Ghalia Indonesia.
Nurdin H. Abd. Rahman and Moh. Fitri, (2022) “Pengaruh Experiential Marketing Dan Kepuasan Pelangga Terhadap Loyalitas Pelanggan Pada Bri Unit Wuring: Experiential Marketing Influence On Customer Loyalty Customer Satisfaction At Bri Unit Wuring,” Jurnal Sinar Manajemen 9, no. 1, 14 Maret.
Orel, Fatma Demirci, and Ali Kara. "Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market." Journal of Retailing and Consumer Services 21.2 (2014): 118-129.
Pawestri, L. N. (2019). Analisis pengaruh experiential marketing terhadap loyalitas pelanggan. Repository STIE Mahardhika. http://repository.stiemahardhika.ac.id/1663/3/15210309%20-%20JURNAL%20LESTIANA%20NINDYA%20P.pdf
Pеrmatasari, Happy I., and Suharyono Suharyono. "Pеngaruh еXpеriеntial Markеting Tеrhadap Kеpuasan dan Loyalitas Pеlanggan (Survеi pada Pеlanggan Caloriеs Café Malang)." Jurnal Administrasi Bisnis S1 Universitas Brawijaya, vol. 50, no. 3, Sep. 2017, pp. 27-32.
Rai, Alok Kumar and Srivastava, Medha. 2014. Customer Loyalty: Concept, Context and Character. India: McGraw Hill Education
Ramya, N., Kowsalya, A., and Dharanipriya, K. 2019. Service Quality and its Dimensions. EPRA International Journal of Research and Development, 4, 38-41.
Rozi, A. F., Syaiichudin, A. Y., Sundari, A., Zuhri, S., & Irawan, M. R. N. (2024). Experiential marketing terhadap customer loyalty melalui customer engagement sebagai variabel intervening dari PT. Palapa Elektronik Lamongan. Jurnal Strategic, 1(1). https://jurnal.stiesultanagung.ac.id/index.php/strategic/article/view/223
Razak, I., Nirwanto, N., & Triatmanto, B. (2016). The impact of product quality and price on customer satisfaction with the mediator of customer value. Journal of Marketing and Consumer Research, 30(1), 59-68
Rusiadi, Subiantoro, Hidayat, (2014). Metode Penelitian, Medan : Penerbit USU press.
Schmitt, B., & Zarantonello, L. (2013). Consumer experience and experiential marketing: A critical review. In Review of Marketing Research (Vol. 10). https://doi.org/10.1108/S1548-6435(2013)0000010006
Smilansky, Shaz. (2009). Experiential marketing: a practical guide to interactive brand experiences. London: Koogan Page
Smith, K., & Hanover, D. (2016). Experiential Marketing: Secrets, Strategies, And Success Stories From The World's Greatest Brands. John Wiley & Sons
Sosianika, A., Setiawati, L., Wibisono, N., Kusdibyo, L., Suhartanto, D., Februadi, A., & Wlliot-White, M. (2021). The Effect of Hotel Service Satisfaction on Loyalty: The Role of Gender. Journal of Marketing Innovation (1) : 18-29
Suhartanto, D., & Nadhifa, M. (2011). The role of customer satisfaction in mediating service quality and loyalty relationship: Evidence from Indonesian hotels. Journal of Hospitality and Tourism Management, 18(1), 45-52
Sugiyono. (2018). Metode Penelitian Kuantitatif Kualitatif dan R&D. CV. Alfabeta.
Sugiyono. (2019). Metode Penelitian Dan Pengembangan Research Dan Development. Bandung : Alfabeta
Tien Galuh Intan, Made Dian Putri Agustina, & Komang Ary Pratiwi. (2024). Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan Melalui Mediasi Kepuasan Pelanggan. Jurnal.Manajemen, Kewirausahaan dan Pariwisata, 4(7), 1408–1418.
Tjiptono, Fandy. 2014, Pemasaran Jasa –Prinsip, Penerapan, dan Penelitian, Yogyakarta : Andi Offset.
Vinna Angelia, & Sri Rezeki. (2020). Pengaruh Experiential Marketing Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Rumah Makan Abeng 38. Jurnal Manajemen Bisnis Eka Prasetya : Penelitian Ilmu Manajemen, 6(1), 63–73. https://doi.org/10.47663/jmbep.v6i1.34
WASISTHO, Andhika Satya and RAHARDJO, Susilo Toto,(21 September 2023), Analisis Pengaruh, Experiental Marketing terhadap Loyalitas Pelanggan Melalui Brand Image dan Customer Satisfaction (Studi pada Pelanggan 9 Typical Cafe Semarang).
Wariani, Putri, Syahmardi Yacob, dan Agus Solikhin. “Pengaruh Kualitas Layanan Dan Experiential Marketing Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Mediasi Di Hellosapa Coffee Jambi.” Jurnal Manajemen Terapan Dan Keuangan 12, no. 03 (30 September 2023): 808–18. https://doi.org/10.22437/jmk.v12i03.22651.
Widjono, Hs. 2007. Bahasa Indonesia Mata Kuliah Pengembangan Kepribadian di Perguruan Tinggi (Rev). Jakarta: Grasindo.
Zeithaml, Valarie A, Mary Jo Bitner and Dwayne D. Gremler. (2017). Services Marketing Integrating Customer Focus Across The Firm 7th Edition. New York: McGraw-Hill Education.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Heru Syahputra, Megasari Gusandra Saragih, Husni Muharram Ritonga
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
