Proceedings of the 1st Aceh Global Conference (AGC 2018)

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Mediated Effect of Consumer Satisfaction on the Influences of Experiential Marketing and Product Quality on Customer Loyalty of Maybelline Cosmetic Products in Banda Aceh, Indonesia

Authors
Permana Honneyta Loebis, Sorayanti Utami, Muhammad Basyir, Lenny Rakhmawati, Irham Fahmi, Cut Aprilia, Rozana Fauziati
Corresponding Author
Sorayanti Utami
Available Online January 2019.
DOI
10.2991/agc-18.2019.107How to use a DOI?
Keywords
Experiential Marketing, Product Quality, Customer Satisfaction, Customer Loyalty, Cosmetic product
Abstract

This study aims to measure the influence of experiential marketing and product quality to customer loyalty with customer satisfaction as a mediating variable on customers of cosmetic products Maybelline in Banda Aceh. The sample used in this study is the customers that used products Maybelline amounting to 235 respondents. Data collection equipment used in this research is questionnaire. The sampling technique used is Proportionate Stratified Sampling, which each strata is precisely display by the sample taken is proportional to the total population share of the strata. Based on the results of analysis, it indicates that Experiential Marketing affects Loyalty, Product Quality affect Loyalty, Experiential marketing has an effect on Customer Satisfaction, Product Quality affects customer satisfaction, Customer Satisfaction Influence to Loyalty, Customer satisfaction mediate relationship between Experiential marketing with Loyalty, also Customer satisfaction mediate relationship between quality products with customer loyalty

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 1st Aceh Global Conference (AGC 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
January 2019
ISBN
978-94-6252-644-0
ISSN
2352-5398
DOI
10.2991/agc-18.2019.107How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Permana Honneyta Loebis
AU  - Sorayanti Utami
AU  - Muhammad Basyir
AU  - Lenny Rakhmawati
AU  - Irham Fahmi
AU  - Cut Aprilia
AU  - Rozana Fauziati
PY  - 2019/01
DA  - 2019/01
TI  - Mediated Effect of Consumer Satisfaction on the Influences of Experiential Marketing and Product Quality on Customer Loyalty of Maybelline Cosmetic Products in Banda Aceh, Indonesia
BT  - Proceedings of the 1st Aceh Global Conference (AGC 2018)
PB  - Atlantis Press
SP  - 713
EP  - 719
SN  - 2352-5398
UR  - https://doi.org/10.2991/agc-18.2019.107
DO  - 10.2991/agc-18.2019.107
ID  - Loebis2019/01
ER  -