ABSTRAKSI Yusran, Muhammad (2023). Pengaruh Experiential Marketing dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening di Kopi 1815 Banjarmasin. Program Studi Manajemen. Fakultas Ekonomi dan Bisnis. Universitas Lambung Mangkurat. Pembimbing: Siti Aliyati Al Bushairi. Penitian ini bertujuan untuk mengetahui dan menganalisis: (1) pengaruh Experiential Marketing terhadap Kepuasan Pelanggan, (2) pengaruh Kualitas Pelayanan terhadap Kepuasan Pelanggan, (3) pengaruh Expereintial Marketing terhadap Loyalitas Pelanggan, (4) pengaruh Kualitas Pelayanan terhadap Loyalitas Pelanggan, (5) pengaruh Kepuasan Pelanggan terhadap Loyalitas Pelanggan, (6) pengaruh Expereintial Marketing terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan, (7) pengaruh Kualitas Pelayanan terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan. Jenis penelitian ini berupa penelitian kuantitatif. Populasi dan sampel dalam penelitian ini adalah pelanggan Kopi 1815 yang berusia 17 tahun keatas dan pelanggan yang melakukan pembelian di Kopi 1815 minimal tiga kali. Jumlah sampel pada penelitian ini adalah 117 responden dengan menggunakan Teknik purposive sampling. Data yang telah dikumpulkan melalui kuesioner, dianalisi menggunakan Teknik analisis SEM-PLS ( Struktural Equation Modeling-Partial Least Square). Hasil penelitian ini menunjukan bahwa (1) experiential marketing berpengaruh positif dan signifikan terhadap kepuasan pelanggan, (2) kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, (3) experiential marketing berpengaruh negatif dan signifikan terhadap loyalitas pelanggan, (4) kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, (5) kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, (6) experiential marketing berpengaruh positif dan signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan, (7) kualitas pelayanan berpengaruh positif dan signifikan terhdap loyalitas pelanggan melalui kepuasan pelanggan. Kata kunci : Expereintial Marketing, Kualitas Pelayanan, Loyalitas Pelanggan, Kepuasan Pelanggan

ABSTRACT Yusran, Muhammad (2023). The Influence of Experiential Marketing and Service Quality on Customer Loyalty Through Customer Satisfaction as an Intervening Variable at Kopi 1815 Banjarmasin. Management Study Program. Faculty of Economics and Business. Lambung Mangkurat University. Advisorr: Siti Aliyati Al Bushairi. This research aims to determine and analyze: (1) the influence of Experiential Marketing on Customer Satisfaction, (2) the influence of Service Quality on Customer Satisfaction, (3) the influence of Experiential Marketing on Customer Loyalty, (4) the influence of Service Quality on Customer Loyalty, (5) ) the influence of Customer Satisfaction on Customer Loyalty, (6) the influence of Experiential Marketing on Customer Loyalty through Customer Satisfaction, (7) the influence of Service Quality on Customer Loyalty through Customer Satisfaction. This type of research is quantitative research. The population and sample in this research are Kopi 1815 customers aged 17 years and over and customers who have made purchases at Kopi 1815 at least three times. The number of samples in this study was 117 respondents using purposive sampling technique. The data that was collected through a questionnaire was analyzed using the SEM-PLS (Structural Equation Modeling-Partial Least Square) analysis technique. The results of this research show that (1) experiential marketing has a positive and significant effect on customer satisfaction, (2) service quality has a positive and significant effect on customer satisfaction, (3) experiential marketing has a negative and significant effect on customer loyalty, (4) service quality has an effect positive and significant effect on customer loyalty, (5) customer satisfaction has a positive and significant effect on customer loyalty, (6) experiential marketing has a positive and significant effect on customer loyalty through customer satisfaction, (7) service quality has a positive and significant effect on customer loyalty through satisfaction customer. Keywords: Experiential Marketing, Service Quality, Customer Loyalty, Customer Satisfaction