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All Journal MIMBAR (Jurnal Sosial dan Pembangunan) Jurnal Manajemen dan Bisnis (Performa) JAM : Jurnal Aplikasi Manajemen MIX : Jurnal Ilmiah Manajemen Binus Business Review Religious: Jurnal Studi Agama-Agama dan Lintas Budaya Jurnal Mirai Management Asia-Pacific Management and Business Application Jurnal Bisnis dan Manajemen Jurnal EMT KITA Jurnal Studi Manajemen dan Bisnis Agregat: Jurnal Ekonomi dan Bisnis JURNAL EDUCATION AND DEVELOPMENT Journal of Secretary and Business Administration YUME : Journal of Management JURISMA: Jurnal Riset Bisnis & Manajemen Jurnal Ekonomi dan Bisnis Dharma Andalas Jurnal Menara Ekonomi : Penelitian dan Kajian Ilmiah Bidang Ekonomi JEMMA | Journal of Economic, Management and Accounting To Maega: Jurnal Pengabdian Masyarakat Journal of Research in Business, Economics, and Education Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Jurnal Fokus Manajemen Bisnis ATRABIS: Jurnal Administrasi Bisnis (e-Journal) Jurnal Ekonomi Majalah Bisnis & IPTEK Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Management Community Service Seminar and Community Engagement (COSECANT)
Putu Nina Madiawati
Universitas Telkom
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Journal : Binus Business Review

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The Effects of Experiential Marketing and Store Atmosphere on Customer Loyalty of MSMEs in West Java Putu Nina Madiawati
Binus Business Review Vol. 14 No. 3 (2023): Binus Business Review (In Press)
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v14i3.9760

Abstract

Experiential marketing and store atmosphere are two key factors that can greatly influence customer loyalty through customer satisfaction as a mediating factor. These factors can impact a customer’s perception of a brand and their likelihood of returning to make additional purchases. The research explored the relationship between experiential marketing, store atmosphere, customer satisfaction, and customer loyalty, as well as the strategies that businesses could use to enhance these factors and improve customer loyalty. The research focused on Micro, Small and Medium Enterprises (MSMEs) in West Java, Indonesia, which owned physical stores. The research applied causal quantitative methodology. Through a thorough analysis of existing research and empirical research of 384 respondents using Structural Equation Model Partial Least Square (SEM-PLS) methodology, the research provided valuable insights for MSMEs looking to increase customer loyalty and build a loyal customer base. The results show various contributions analyzing how customer loyalty is affected by experiential marketing and store atmosphere. It also implies how customer satisfaction mediates the relationships between those antecedents and customer loyalty. Providing recommendations and implications shows that the research can be a useful contribution to marketing and entrepreneurship topics. The research offers practical recommendations and implications for businesses, emphasizing the importance of implementing effective experiential marketing strategies and creating a welcoming store atmosphere to foster customer satisfaction and loyalty. By understanding the impact of these factors on customer loyalty, MSMEs can develop targeted strategies to improve customer experiences and build long-term customer relationships.
Co-Authors A.Cut Indah Agung Putra Pratama Ahmad Nur Sheha Gunawan Alivia Trisnanda Wulandari Allisyah Noer Fitri Ramadhanny Anita Silvianita Arif Kuswanto Arif Partono Prasetio Artiar Anjani Handono Ayu Setyaningrum Brady Rikumahu Bunga Adelia Putri Dani Rizki Hidayat Davide Calandra Delanera Rizkia Devia Setiawati Dian Indiyati Dicky Hidayat Farida Titik Kristanti Federico Lanzalonga Fuji Dwi Rani Haifa Salsabila Handono, Artiar Anjani Imanuddin Hasbi Indah Fransiska Jella Zumalia Fitri Mahir Pradana Michele Oppioli Mitha Permata Pura Muhammad Maulvi Mussalman Nabilah Alya Insani Nabilla Dyah Eka Pramudhita Nindy Resti Puranda Nova Lina Kristin Pardede Nuslih Jamiat Petrus Jayabaya Puranda, Nindy Resti Puranda, Nindy Resti Putri Az-zahra Roza Tri Meilani Rozy Fauzana Saradha Kirana Sarah Miranda Sazkia Alifia Rachmah Setyaningrum, Ayu Sulistijono Sulistijono Tri Indra Wijaksana Valencia Sahanaya Ynry Purnamasari Yogi Erlangga