PENGARUH PEMASARAN PENGALAMAN TERHADAP LOYALITAS MEREK BOBA TEA TAIWAN: MEDIASI CITRA MEREK DAN KEPUASAN PELANGGAN DI JAKARTA

Abstract

Tujuan penelitian ini adalah untuk mengetahui: 1) pengaruh pemasaran pengalaman terhadap loyalitas merek boba tea Taiwan di Jakarta, 2) pengaruh pemasaran pengalaman terhadap citra merek boba tea Taiwan di Jakarta, 3) pengaruh citra merek terhadap loyalitas merek boba tea Taiwan di Jakarta, 4) pengaruh pemasaran pengalaman terhadap kepuasan pelanggan boba tea Taiwan di Jakarta, 5) pengaruh kepuasan pelanggan terhadap loyalitas merek boba tea Taiwan di Jakarta, 6) pengaruh citra merek terhadap kepuasan pelanggan boba tea Taiwan di Jakarta, dan 7) efek mediasi citra merek dan kepuasan pelanggan pada pengaruh pemasaran pengalaman terhadap loyalitas merek boba tea Taiwan di Jakarta. Teknik pengambilan sampel dalam penelitian adalah convenience sampling. Data diambil menggunakan google form dengan jumlah responden 200 orang. Teknik analisis data yang digunakan adalah PLS-SEM. Sampel dalam penelitian ini adalah konsumen boba tea Taiwan di Jakarta. Hasil penelitian ini adalah: 1) pemasaran pengalaman memiliki pengaruh terhadap loyalitas merek boba tea Taiwan di Jakarta, 2) pemasaran pengalaman memiliki pengaruh terhadap citra merek boba tea Taiwan di Jakarta 3) citra merek memiliki pengaruh terhadap loyalitas merek boba tea Taiwan di Jakarta, 4) pemasaran pengalaman memiliki pengaruh terhadap kepuasan pelanggan boba tea Taiwan di Jakarta, 5) kepuasan pelanggan memiliki pengaruh terhadap loyalitas merek boba tea Taiwan di Jakarta, 6) citra merek memiliki pengaruh terhadap kepuasan pelanggan industri boba tea Taiwan di Jakarta, 7) citra merek dan kepuasan pelanggan memediasi pengaruh pemasaran pengalaman terhadap loyalitas merek boba tea Taiwan di Jakarta. Industri boba tea asal Taiwan di Jakarta diharapkan dapat terus mengembangkan dan meningkatkan pemasaran pengalaman serta terus memperhatikan tingkat loyalitas merek.   The purpose of this study was to determine: 1) the effect of experiential marketing on Taiwanese boba tea brand loyalty in Jakarta, 2) the effect of experiential marketing on Taiwanese boba tea brand image in Jakarta, 3) the effect of brand image on Taiwanese boba tea brand loyalty in Jakarta, 4 ) the effect of experiential marketing on customer satisfaction of Taiwanese boba tea in Jakarta, 5) the effect of customer satisfaction on brand loyalty of Taiwanese boba tea in Jakarta, 6) the effect of brand image on customer satisfaction of Taiwanese boba tea in Jakarta, and 7) the mediating effect of brand image and satisfaction customers on the effect of experiential marketing on brand loyalty of Taiwanese boba tea in Jakarta. The sampling technique in this study was convenience sampling. Data was taken using google form with 200 respondents. The data analysis technique used is PLS-SEM. The sample in this study were Taiwanese boba tea consumers in Jakarta. The results of this study are: 1) experiential marketing has an influence on Taiwanese boba tea brand loyalty in Jakarta, 2) experiential marketing has an influence on Taiwanese boba tea brand image in Jakarta 3) brand image has an influence on Taiwanese boba tea brand loyalty in Jakarta, 4) experiential marketing has an influence on customer satisfaction of Taiwanese boba tea in Jakarta, 5) customer satisfaction has an influence on brand loyalty of Taiwanese boba tea in Jakarta, 6) brand image has an influence on customer satisfaction of the Taiwanese boba tea industry in Jakarta, 7) brand image and customer satisfaction mediates the effect of experiential marketing on brand loyalty of Taiwanese boba tea in Jakarta. The boba tea industry from Taiwan in Jakarta is expected to continue to develop and improve experiential marketing and continue to pay attention to the level of brand loyalty.