PENGARUH EXPERIENTIAL MARKETING DAN BRAND IMAGE TERHADAP E-LOYALTY MELALUI E-SATISFACTION SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Fitur Beautycam Shopee Merek Revlon di Kota Semarang)

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing dan brand image terhadap elektronik loyalitas melalui kepuasan elektronik pengguna fitur beautycam Shopee pada merek Revlon. Tipe penelitian ini adalah explanatory research dengan teknik pengambilan sampel non probability sampling melalui pendekatan purposive sampling. Pengumpulan data dilakukan dengan menyebar kuesioner secara online pada 100 masyarakat Kota Semarang. Pengujian menggunakan SPSS versi 23 dan pengujian sobel yang mendapatkan hasil yakni experiential marketing berpengaruh signifikan terhadap e-satisfaction, experiential marketing berpengaruh signifikan terhadap e-loyalty, brand image berpengaruh signifikan terhadap e-satisfaction, brand image berpengaruh signifikan terhadap e-loyalty, dan e-satisfaction berpengaruh signifikan terhadap e-loyalty. Hasil uji sobel menunjukan bahwa e-satisfaction dapat memediasi secara parsial antara experiential marketing terhadap e-loyalty, dan e-satisfaction juga dapat memediasi secara parsial antara brand image terhadap e-loyalty. Saran dari penelitian ini adalah Revlon perlu meningkatkan strategi experiential marketing dengan meningkatan kualitas fitur beautycam dan mempertahankan brand image sehingga dapat meningkatkan kepuasan dan loyalitas pelanggan.

This study aims to determine the effect of experiential marketing and brand image on e-loyalty through the e-satisfaction of users of the Shopee Beautycam feature on Revlon products. This type of research is explanatory research with a non-probability sampling technique using a purposive sampling approach. Data was collected by distributing online questionnaires to 100 residents of Semarang City. Tests using SPSS version 23 and Sobel testing get the results namely experiential marketing has a significant effect on e-satisfaction, experiential marketing has a significant effect on e-loyalty, brand image has a significant effect on e-satisfaction, brand image has a significant effect on e-loyalty and e -satisfaction has a significant effect on e-loyalty. The results of the Sobel test show that e-satisfaction can partially mediate between experiential marketing and e-loyalty, and e-satisfaction can also partially mediate between brand image and e-loyalty. This research suggests that Revlon needs to improve its experiential marketing strategy by increasing the quality of Beautycam features and maintaining its brand image to increase customer satisfaction and loyalty.