The influence of Experiential Marketing and Brand Trust on Customer Satisfaction and Customer Loyalty Hotel Aryaduta Pekanbaru

Abstract

This study aims to analyze the influence of Experiential Marketing and Brand Trust
variables on Customer Satisfaction and Customer Loyalty. This research was
conducted on the customers of Hotel Aryaduta Pekanbaru. Where these customers
have to more than 1 times stay at Hotel Aryaduta Pekanbaru. In this study consists
of four variables, namely one dependent variable, one intervening variable and two
independent variables. The variables are Customer Loyalty (Y2), Customer
Satisfaction (Y1), Brand Trust (X2), and Experiential Marketing (X1). This study
was conducted using a sample of 100 people. This research uses simple random
sampling technique that is taking the sample member from the population is done
randomly without considering the strata in the population. This is done when
members of the population are considered homogeneous. While in terms of data
analysis, this study uses Path Analysis method with the help of SPSS (Statistical
Package of Social Science) version 20. Based on Hypothesis test conducted, The
results showed that Experiential Marketing and Brand Trust have positive and
significant impact on Customer Satisfaction and Customer Loyalty .
Keywords: Experiential Marketing, Brand Trust, Customer Satisfaction, Customer Loyalty.