Mediated Effect of Consumer Satisfaction on the Influences of Experiential Marketing and Product Quality on Customer Loyalty of Maybelline Cosmetic Products in Banda Aceh, Indonesia
- 10.2991/agc-18.2019.107How to use a DOI?
- Experiential Marketing, Product Quality, Customer Satisfaction, Customer Loyalty, Cosmetic product
This study aims to measure the influence of experiential marketing and product quality to customer loyalty with customer satisfaction as a mediating variable on customers of cosmetic products Maybelline in Banda Aceh. The sample used in this study is the customers that used products Maybelline amounting to 235 respondents. Data collection equipment used in this research is questionnaire. The sampling technique used is Proportionate Stratified Sampling, which each strata is precisely display by the sample taken is proportional to the total population share of the strata. Based on the results of analysis, it indicates that Experiential Marketing affects Loyalty, Product Quality affect Loyalty, Experiential marketing has an effect on Customer Satisfaction, Product Quality affects customer satisfaction, Customer Satisfaction Influence to Loyalty, Customer satisfaction mediate relationship between Experiential marketing with Loyalty, also Customer satisfaction mediate relationship between quality products with customer loyalty
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Permana Honneyta Loebis AU - Sorayanti Utami AU - Muhammad Basyir AU - Lenny Rakhmawati AU - Irham Fahmi AU - Cut Aprilia AU - Rozana Fauziati PY - 2019/01 DA - 2019/01 TI - Mediated Effect of Consumer Satisfaction on the Influences of Experiential Marketing and Product Quality on Customer Loyalty of Maybelline Cosmetic Products in Banda Aceh, Indonesia BT - Proceedings of the 1st Aceh Global Conference (AGC 2018) PB - Atlantis Press SP - 713 EP - 719 SN - 2352-5398 UR - https://doi.org/10.2991/agc-18.2019.107 DO - 10.2991/agc-18.2019.107 ID - Loebis2019/01 ER -