ANALISIS PENGARUH DIGITAL MARKETING DAN EXPERIENTAL MARKETING TERHADAP LOYALITAS PELANGGAN PADA CAFE KOMPOSISI DI KOTA SAMARINDA

Abstract

The problems faced by Cafe Senyawa include how they can optimize strategic management that covers all aspects of the business, from operations to marketing, in order to remain relevant and competitive in the market. The purpose of this study was to determine the effect of digital marketing and experiential marketing on loyalty both partially and simultaneously

This research uses the basic theory of Marketing Management which consists of Marketing Strategy with Digital Marketing, Experiential Marketing and customer loyalty.

The research method used is using Multiple Linear Regression Analysis The population used in this study were customers of Cafe Senyawa Samarinda who visited the cafe during August-October, based on visitor reports it was obtained that there were 571 visitors in the last 2 months with a sample of 254 obtained from the calculation of the Slovin formula.

The results of the study show that Digital Marketing has a partial effect on customer loyalty. Experiential Marketing has a significant partial effect on customer loyalty. Digital marketing and

experiential marketing have a significant simultaneous effect on customer loyalty.