The Influence of Experiential Marketing on Customer Loyalty at “Suban” Hot Spring Swimming Pool, Rejang Lebong

Abstract

The purpose of this research is to determine how experiential advertising impacts customer loyalty at the Suban Hot Spring Swimming Pool in Rejang Lebong. The sample surveyed consisted of 96 people. Probability sampling method was used. In this study, a simple linear regression method was used to analyze the data; a t-test was used with the regression equation Lp = 2.276 + 0.513Em. The regression coefficient of the experiential marketing variable positively impacts students' academic performance. In this study, the coefficient of determination (R2) is 0.451, or 45.1%. Based on the t-test, it can be concluded that experiential marketing significantly affects customer loyalty at the swimming pool