THE INFLUENCE OF EXPERENTIAL MARKETING, LIFESTYLE, CUSTOMER VALUE AND TASTE ON CUSTOMER LOYALTY AT MARUGAME UDON GRAND MALL BATAM

Abstract

This study aims to analyze the influence of Experential Marketing, Lifestyle, Customer Value, Taste on customer loyalty in marugame udon grand mall batam. The research method used was a survey with a questionnaire as a data collection tool. Respondents consisted of consumers who consumed marugame udon and took as many as 100 samples, data analysis using multiple regression techniques to test the relationships between variables. Based on the results of the calculation of the spps, it was obtained (X1) that counted -1.395 < 1.661 and was significant 0.166 > 0.05, (X2) there was a count of 4.881 > 1.661 and a significant of 0.000 < 0.05, (X3) there was a count of 4.881 > 1.661 and a significant 0.000 < 0.05, (X4) there was a count of 0.907 < 1.661 and a significant of 0.367 > 0.05 the results of the study showed that Experential Marketing (X1) has a negative influence on customer loyalty but Lifestyle,  (X2) Customer Value (X3), Taste (X4) positively affects customer loyalty at Marugame Udon Grand Mall Batam.