Eksplorasi Tingkat Loyalitas Wisatawan Melalui Experiential Marketing Dan Kepuasan: Studi Empiris Pada Desa Wisata Di Pulau Madura
Keywords:
Experiential Marketing, Tourist Satisfaction, Tourist Loyalty, Wisata Sawah Calino BatoAbstract
This study aims to investigate the relationship between experience marketing and visitors' satisfaction and loyalty at the site. This research employs an explanatory design and a quantitative methodology. A minimum of 75 tourists who have visited the Calino Bato Botanical Garden at least twice made up the study's sample. Purposive sampling was the method used for the sample. This study employed SmartPLS 4.0 software and the PLS (Partial Least Square) method as its analysis tool. The study's findings indicate that: (1) experiential marketing significantly raises visitor satisfaction by emphasizing direct, intimate, and emotional experiences; (2) there is a strong and direct relationship between the experiential marketing construct and visitor loyalty; (3) there is a strong and direct relationship between the tourist satisfaction construct and visitor loyalty; and (4) experiential marketing significantly and positively mediates the relationship between visitor satisfaction and visitor loyalty.
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