Pengaruh Experiential Marketing dan Kepercayaan Terhadap Loyalitas Pelanggan Klinik Dara Aesthetic Medan

Abstract

This study aims to determine "The influence of experiential marketing and trust on customer loyalty clinic Dara Aesthetic Medan ". The type of data in this study is associative is a study that is asking the relationship between two variables. The population in this study all consumers amounted to 82 people. Data collection techniques in the form of distributing questionnaires to all consumers. Value t hitung obtained 4.542 where t table value at a 10% ie 1,664 means positive. Where significant level a 10% value t hitung 4.542 > t table 1,664. The value of p value on column sig 0.000 < 0.1 means significant. This explains that the experiential marketing has a significant effect on customer loyalty at clinic Dara Aesthetic Medan. Value t hitung obtained 2.060 where t table value at a 10% ie 1,664 means positive. Where significant level a 10% value t hitung 2.060 > t table 1,664. The p value value in the 0.043 sig < 0.1 column means significant. This explains that trust has a significant effect on customer loyalty at clinic Dara Aesthetic Medan. Value F count > F tabel obtained 20.794 > 2,15 means positive. While the value of p value obtained on the column sig 0.000 < 0.1 means significant. Thus it can be concluded that the experiental marketing and trust simultaneously have a positive and significant impact on loyalty at clinic Dara Aesthetic Medan. Based on the calculation of coefficient of determination, can be seen Adjusted R Square value obtained by 0,328. The figure shows that 32,8%. Customer Loyalty can be explained by experiential marketing factor variable and trust. The remaining 67,2% is influenced by other factors not described in this study.