The Study of Relationship among Experiential Marketing, Service Quality, Customer Satisfaction, and Customer Loyalty

Experiential marketing is one of the marketing approaches that gives a great framework to combine experience and entertainment elements into a product or service. Some of businesses in Indonesia have already used this approach and one of them is Strawberry Cafe which provides many kinds of free-board games for the customer. The purpose of this research is to know the impact of experiential marketing used by Strawberry Cafe related to customer satisfaction and loyalty. The collected data came from 142 respondents but only 80 that met the requirements and could be analyzed. Structural Equation Modeling (SEM) is used as the analyzing tool with Lisrel. This research found that it is true that experiential marketing used by Strawberry Cafe can affect the customer loyalty.