PENGARUH EXPERIENTIAL MARKETING, EMOTIONAL BRANDING DAN SERVICE QUALITY TERHADAP LOYALITAS PELANGGAN DI IKIO COFFEE MADIUN

The proliferation of coffee shops in Madiun has led to increasingly high business competition between coffee shops, coffee shop businesses are competing to find strategies to be able to survive in increasingly fierce market competition between similar businesses so as to be able to maintain and increase the number of customers with high loyalty, because customer loyalty is an important factor. one of the keys to success to achieve maximum profit. Experiential marketing, emotional branding and service quality are thought to affect customer loyalty. This study aims to determine the partial and simultaneous effect of experiential marketing, emotional branding and service quality as independent variables on customer loyalty as the dependent variable. The research method used is quantitative research. The research was conducted at IKIO Coffee Madiun. The data collection instrument in this study was using a questionnaire. The sampling technique used incidental sampling and the number of samples was calculated using the Lemeshow formula so that 100 people were selected as samples. The results showed that partially experiential marketing and emotional branding had no effect on customer loyalty at IKIO Coffee, service quality had a significant effect on customer loyalty. Simultaneously, experiential marketing, emotional branding and service quality have a significant effect on customer loyalty at IKIO Coffee Madiun.