SHIRA, DREW EVAN SHAWN and Ngatno, Ngatno and Wijayanto, Andi (2025) THE INFLUENCE OF EXPERIENTAL MARKETING AND BRAND EXPERIENCE ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION (STUDY ON CUSTOMER ANANTARI COFFEE SEMARANG). Undergraduate thesis, UNIVERSITAS DIPONEGORO FAKULTAS ILMU SOSIAL DAN ILMU POLITIK.

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Abstract

shop industry to maintain its existence. Based on the pre-research of a survey
through Instagram polling of consumers in Semarang City about coffee retail
demand against 20 respondents. It is known that Starbucks still holds the consumer
market in Semarang City followed by Soul Promised Coffee. It is also known that
the number of regular customers or loyal customers who obtain a member card with
the condition of visiting Anantari Coffee in a period of at least 3 times per month
there is no significant increase when compared to the number the existing visitors.
This study uses consumer regular of Anantari Coffee as the object of research, then
sampling is done using purposive sampling and has several criteria. The sample in
this study were 150 respondents who were over 17 years old, domiciled in
Semarang City and have visited Anantari Coffee at least two times within the past
three months. The analytical tool used in this research uses a structural equation
model (SEM) which is operated using Smart PLS. The research findings indicate
Experiential Marketing has a significant positive effect on Customer Satisfaction,
Brand Experience has a significantly positive effect on Customer Satisfaction,
Experiential Marketing has a significant positive effect on Customer Loyalty,
Brand Experience has a significant positive effect on Customer Loyalty, Customer
Satisfaction has a significant positive effect on Customer Loyalty, Experiential
Marketing has a significant positive effect on Customer Loyalty through Customer
Satisfaction and Brand Experience has a significant positive influence on Customer
Loyalty through Customer Satisfaction.
Keywords: Experiental Marketing, Brand Experience, Customer Loyalty,
Customer Satisfaction, Anantari Coffee
147 Administrasi Bisnis 2025

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