The Role of Experiential Marketing on Customer Loyalty With Customer Satisfaction as a Moderating Variable in Bora Hot Spring Sigi, Central Sulawesi, Indonesia

DOI

10.2991/assehr.k.201017.079How to use a DOI?

Keywords

experiential marketing, customer loyalty, customer satisfaction, hot spring, tourism marketing

Abstract

This study aims to determine the influence of experiential marketing on customer loyalty with customer satisfaction as a mediating variable in Bora Hot Spring tourist attraction in Sigi Regency, Central Sulawesi Province. It uses a questionnaire as a data collection tool that distributed to a total of 92 respondents who visited the site more than once. The data in this study were processed using PLS (Partial Least Square) data processing methods. The result of data analysis finds that experiential marketing has a positive and significant influence on customer satisfaction; customer satisfaction has a positive and significant influence on customer loyalty; and experiential marketing has a positive and significant influence on customer loyalty.

Copyright

© 2020, 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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TY  - CONF
AU  - Ira Nuriya Santi
AU  - Maskuri Sutomo
AU  - Zakiyah Zahara
PY  - 2020
DA  - 2020/10/20
TI  - The Role of Experiential Marketing on Customer Loyalty With Customer Satisfaction as a Moderating Variable in Bora Hot Spring Sigi, Central Sulawesi, Indonesia
BT  - Proceedings of the International Conference on Community Development (ICCD 2020)
PB  - Atlantis Press
SP  - 356
EP  - 359
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201017.079
DO  - 10.2991/assehr.k.201017.079
ID  - Santi2020
ER  -