The Influence of Experiential Marketing and Location on Customer Loyalty

This study aims to examine how experiential marketing and location influence customer loyalty mediated by customer satisfaction. This study’s population was Cafe Excelso Rinjani customers in Semarang, Indonesia. The sampling employed a purposive sampling technique, with the following criteria: customers who visited and enjoyed Cafe Excelso Rinjani and aged more than 17 years. Data analysis used multiple regression analysis, and a single test was utilized to test for mediation. The results revealed that experiential marketing positively and significantly affected customers satisfaction. It showed that the better the experiential marketing was done, the more customer satisfaction would be. Location positively and significantly influenced customer satisfaction. It indicated that the more strategic the location, the more customer satisfaction increased. Meanwhile, experiential marketing had no impact on customer loyalty. Location positively and significantly affected customer loyalty at Cafe Excelso Rinjani Semarang. It denoted that the more strategic the location, the more customer loyalty increased. Besides, customer satisfaction had a positive and significant effect on customer loyalty. It signified that, when customer satisfaction increased, customer loyalty would increase. Finally, customer satisfaction perfectly mediated the influence of experiential marketing on customer loyalty, and customer satisfaction mediated the effect of location on customer loyalty.