PENGARUH PENGALAMAN PELANGGAN, KOMUNIKASI PEMASARAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS MEREK PADA RESTORAN MERAH PUTIH PURWOKERTO

Abstract

The purpose of this research is analyzing the impact of customer experience,
marketing communication and customer satisfaction to brand loyalty. Customer
experience and customer satisfaction has a significant influence on brand loyalty.
Based on the previous studies, there is other factor that could affect the brand loyalty
namely marketing communications. With the implementation of the concept of customer
experience, marketing communications and customer satisfaction, customers will
become loyal.
The results of this study is there is influence of the customer experience on
brand loyalty in Merah Putih restaurant shown with asign value at 0.008, there was no
effect of marketing communication on brand loyalty shown with a sign value at 0.968.
And there is influence of the customer satisfaction on brand loyalty in Merah Putih
restaurant shown with asign value at 0.021. Apparently, the marketing communication
which is run by Merah Putih restaurant is not maximized, it causes brand loyalty in
Merah Putih restaurant become weak.