The Influence of Customer Value and Experiential Marketing on Customer Loyalty with Customer Satisfaction as an Intervening Variable
Keywords:
Customer Value, Experiential Marketing, Satisfaction, Loyalty
Abstract
This study aims to explain the influence of customer value and experiential marketing on customer loyalty, with customer satisfaction as an intervening variable in Gojek's online transportation services. The research approach is quantitative with the population of all people in the Special Region of Yogyakarta who have had the Gojek application for at least 1 year and have used Gojek transportation at least 1 time a month. The sample was determined using the non-probability and convenience sampling methods. The number of samples was 270 respondents. The data of this study was obtained by distributing questionnaires online using Google Forms with measurements using a 5-point Likert scale. The research data was analyzed using SmartPLS version 3.0 with Structural Equation Model (SEM) modeling. The results of SEM analysis show that customer value has a positive and significant effect on customer satisfaction, customer value has a significant positive effect on customer loyalty, experiential marketing has a significant positive effect on customer value, experiential marketing has a positive and significant effect on customer satisfaction, experiential marketing has a significant positive effect on customer loyalty, and customer satisfaction has a significant positive effect on customer loyalty. This research contributes theoretically by integrating the concepts of customer value, experiential marketing, and customer satisfaction in forming customer loyalty in online transportation services, especially Gojek. This study's uniqueness lies in using customer satisfaction as an intervening variable, which provides a deeper understanding of the relationship mechanism between variables. The results of this study not only enrich the theory in the field of application-based service marketing but also provide implications for strategies to increase customer loyalty in the digital era.
References
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Ekoputra, A., Hartoyo, & Dodikridho, N. (2017). The Effect of Experiental Marketing on Customer Satisfaction and Loyalty Restaurant 150 Eatery in Bogor. International Journal of Science and Research (IJSR), 6(9). Retrieved from https://www.ijsr.net/archive/v6i9/ART20173022.pdf
Febrianti, I. N., & Keni, K. (2021). Pengaruh Experiential Marketing dan Service Quality terhadap Customer Loyalty: Customer Satisfaction sebagai Variabel Mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(1), 56 – 61. https://doi.org/https://doi.org/10.24912/jmbk.v5i1.10400
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Hasfar, M., Militina, T., & Achmad, G. N. (2020). Effect of Consumer Value and Customer Experience on Customer Satisfaction and Loyalty PT Meratus Samarinda. International Journal of Economics, Business and Accounting Research, 4(1). Retrieved from https://www.jurnal.stie-aas.ac.id/index.php/IJEBAR/article/view/909
Muflih, M. (2021). The Link Between Corporate Social Responsibility And Customer Loyalty: Empirical Evidence From The Islamic Banking Industry. Journal of Retailing and Consumer Services, 6(1). https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102558
Nabila, R., Wahyuni, S., & Nugroho, J. A. (2015). Analysis of the Influence of Experiential Marketing on Yamaha Motorcycle Word of Mouth (Case Study on Sebelas Maret University Students in 2014). Prosiding Semiar Nasional Pendidikan Ekonomi & Bisnis, 1–12. Retrieved from https://shorturl.at/theO6
Österle, B., Kuhn, M. M., & Henseler, J. (2018). Brand worlds: Introducing experiential marketing to B2B branding. Industrial Marketing Management, 72, 71–98. https://doi.org/10.1016/j.indmarman.2018.04.015
Panday, R., & Nursal, M. F. (2021). The The Effect of Service Quality and Customer Satisfaction on Customer Loyalty. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 4(1), 171–180. https://doi.org/10.36407/jmsab.v4i1.300
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Purnama, R. (2020). Experiential Marketing on Customer Value and Image and Repeat Purchase. Jurnal Riset Bisnis Dan Manajemen, 13(1). https://doi.org/10.23969/jrbm.v13i1.2135
Ramadonna, Y., Nasf., & Aziz, Z. (2019). The Effect Of Customer Relationship Management And Customer Value On Customer Satisfaction Of Services And Its Impact On Customer Loyaltyin PT. BPR Rangkiang Aur. Jurnal Menara Ekonomi: Penelitian Dan Kajian Ilmiah Bidang Ekonomi, 5(1). https://doi.org/https://doi.org/10.31869/me.v5i1.1277
Ratnawita., Aprila, B. N., Abdurohim., Candra, E., & Kespandiar, T. (2023). The Influence of Service Quality, Customer Value and Customer Expectations on Customer Satisfaction of Commuter Line Train Services. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(2), 322–326. https://doi.org/10.35870/jemsi.v9i2.1035
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Rithmaya, C. L. (2024). Strategy for Building E-Banking, Experiential Marketing, Customer Value for Customer Satisfaction and Loyalty of BNI Syariah Bank 46. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBis), 3(1), 55–66. https://doi.org/10.24034/jimbis.v3i1.6510
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Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/026725799784870496
Sheu, J. J., Su, Y. H., & Chu, K. T. (2009). Segmenting online game customers–The perspective of experiential marketing. Expert Systems with Applications, 36(4), 8487–8495. Retrieved from https://doi.org/10.1016/j.eswa.2008.10.039
Slack, N., Singh, G., & Sharma, S. (2020). The effect of supermarket service quality dimensions and customer satisfaction on customer loyalty and disloyalty dimensions. International Journal of Quality and Service Sciences, 12(3), 297–318. https://doi.org/10.1108/IJQSS-10-2019-0114
Smilansky, S. (2019). Experiential Marketing A Practical Guide To Interactive Brand Experiences. United Kingdom.
Soebroto, A. (2018). Keterkaitan Experiential Marketing, Customer Satisfaction, Value, Commitment pada Brand Loyalty Studi pada merk Mobil Honda di Surakarta. Retrieved November 7, 2023, from Digilib.uns.ac.id website: Digilib.uns.ac.id
Soelasih, Y. (2016). The Influence of Experiential Marketing and Brand Image on Train Passenger Satisfaction Business. MIX: Jurnal Ilmiah Manajemen, 6(3), 387–398. Retrieved from https://www.neliti.com/publications/156093/pengaruh-experiential-marketing-dan-citra-merek-terhadap-kepuasan-penumpang-kere
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Soliha, E., Aquinia, A., Hayuningtias, K. A., & Ramadhan, K. R. (2021). The Influence of Experiential Marketing and Location on Customer Loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 1327–1338. https://doi.org/https://doi.org/10.13106/jafeb.2021.vol8.no3.1327
Suganda, U. K., Oktavia, P., & Fridayanti, V. D. (2021). The Effect of Experiential Marketing and Service Quality on Customer Loyalty of Domino’s Pizza in Cirebon City. RIGE: Review Of International Geographical Education, 11(6), 772–777. https://doi.org/10.48047/rigeo.11.06.94
Sugiyarti, G., & Hendar, H. (2017). Experiential Marketing Creative Antecedence for Success of Brand Loyalty (A Study on the Users of Perfume for Body in Indonesia). International Review of Management and Marketing, 7(1), 529–536. Retrieved from https://dergipark.org.tr/en/pub/irmm/issue/32094/355469?publisher=http-www-cag-edu-tr-ilhan-ozturk
Thung, F. (2019). The Influence of Go-Jek Partner Service Quality on Customer Loyalty with Customer Satisfaction as a Mediating Variable. Jurnal Bina Manajemen, 8(1), 74–95. Retrieved from https://www.neliti.com/publications/301288/pengaruh-kualitas-pelayanan-mitra-go-jek-terhadap-loyalitas-pelanggan-dengan-kep
Wahyuningtyas, F. M., Achmad, F., & Zainul, A. (2017). The effect of experiential marketing on satisfaction and its impact on customer loyalty. Russian Journal of Agricultural and Socio-Economic Sciences, 61(1), 105–111. Retrieved from https://cyberleninka.ru/article/n/the-effect-of-experiential-marketing-on-satisfaction-and-its-impact-on-customer-loyalty
Yeh, T. M., Chen, S. H., & Chen, T. F. (2019). The Relationships among Experiential Marketing, Service Innovation, and Customer Satisfaction—A Case Study of Tourism Factories in Taiwan. Sustainability, 11(4), 1041. https://doi.org/10.3390/su11041041
Yuan, Y.-H. E., & Wu, C. K. (2008). Relationships Among Experiential Marketing, Experiential Value, and Customer Satisfaction. Journal of Hospitality & Tourism Research, 32(3), 387–410. https://doi.org/10.1177/1096348008317392
Yulisetiarini, D. (2016). The Effect of relationship Marketing towards Costumer Satisfaction and Customer Loyalty on Franchised retails in East Java. Medetaranian Journal of Social Sciences MCSER Publishing, 7(1). Retrieved from https://pdfs.semanticscholar.org/e63c/61056fd2a857d4cc92dda77a9900b168a0ba.pdf
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Andriani, R., & Fatimah, R. (2018). Strategi Experiential Marketing Sebagai Metode Pendekatan Dalam Meningkatkan Revisit Intention Wisatawan Sabda Alam Garut. Jurnal Kajian Ilmiah, 18(2), 206–214. Retrieved from https://shorturl.at/hQCw5
Aristiawan, M. S. A., Buana, D. P, S., & Sudiartha, H. A. (2019). Effect of Experiential Marketing on Word of Mouth with Satisfaction as Intervening Variable (Study at GO-JEK Customer in Mataram). Global Journal of Management and Business Research: E Marketing, 19(7), 41–48. Retrieved from https://globaljournals.org/GJMBR_Volume19/4-Effect-of-Experiential-Marketing.pdf
Baig, M. W., Qamar, S., Fatima, T., Khan, A. M, & Ahmed, M. (2020). The Impact of Marketing Mix and Customer Value on Customer Loyalty. Munich Personal RePEc Archive. Retrieved from https://mpra.ub.uni-muenchen.de/104683/
Dharma, R. R., & Bastaman, A. (2022). The Influence Of Service Quality, Promotion And Customer Value Towards Customer Satisfaction And Its Effect On Customer Loyalty In Tourism Industry Prior To Covid-19 Pandemic. Eqien - Jurnal Ekonomi Dan Bisnis, 11(1), 589. https://doi.org/https://doi.org/10.34308/eqien.v11i1.748
Ekoputra, A., Hartoyo, & Dodikridho, N. (2017). The Effect of Experiental Marketing on Customer Satisfaction and Loyalty Restaurant 150 Eatery in Bogor. International Journal of Science and Research (IJSR), 6(9). Retrieved from https://www.ijsr.net/archive/v6i9/ART20173022.pdf
Febrianti, I. N., & Keni, K. (2021). Pengaruh Experiential Marketing dan Service Quality terhadap Customer Loyalty: Customer Satisfaction sebagai Variabel Mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(1), 56 – 61. https://doi.org/https://doi.org/10.24912/jmbk.v5i1.10400
Gunawan, I. (2022). Customer Loyalty: The Effect Customer Satisfaction, Experiential Marketing and Product Quality. KINERJA: Jurnal Manajemen Organisasi Dan Industri, 1(1), 35–42. https://doi.org/10.37481/jmoi.v1i1.6
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2017). Multivariate data analysis: Maxwell Macmillan International Editions. New Jersey: Prentice Hall.
Heitzler, C. D., Asbury, L. D., & Kusner, S. L. (2008). Bringing “play” to life: the use of experiential marketing in the VERBTM campaign. American Journal of Preventive Medicine, 34(6), S188–S193. https://doi.org/https://doi.org/10.1016/j.amepre.2008.03.009
Hidayat, A., Adanti, A. P., Darmawan, A., & Setyaning, A. N. (2019). Factors influencing Indonesian customer satisfaction and customer loyalty in local fastfood restaurant. International Journal of Marketing Studies, 11(3), 131–139. Retrieved from https://shorturl.at/A8nxa
Indriastuti, D., & Hidayat, A. (2021). The Importance of Service Experience, Trust, and Satisfaction on Banking Customer Loyalty. European Journal of Business and Management Research, 6(3), 92–98. https://doi.org/10.24018/ejbmr.2021.6.3.864
James, K., Babin, B. J., & Borges, A. (2015). Retailer Success: Value and Satisfaction. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 436–438). https://doi.org/10.1007/978-3-319-10951-0_162
Kao, Y. F., Huang, L. S., & Yang, M. H. (2007). Effects of experiential elements on experiential satisfaction and loyalty intentions: a case study of the super basketball league in Taiwan. International Journal of Revenue Management, 1(1), 79–96. https://doi.org/10.1504/IJRM.2007.011195
Khotimah, K., Sucherly., Sari, D., & Kaltum, U. (2016). Event Marketing and Experiential Marketing towards the Formation of Net Marketing Contribution Margin (NMCM) (Study at PT. Garuda Indonesia, TBK). Procedia - Social and Behavioral Sciences, 219, 431–439. https://doi.org/10.1016/j.sbspro.2016.05.017
Köchling, A. (2021). Experiential marketing as a tool to enhance Tourists’ pre-travel online destination experiences? A web-based experiment. Journal of Destination Marketing & Management, 22, 100669. https://doi.org/10.1016/j.jdmm.2021.100669
Leroi-Werelds, S. (2019). An update on customer value: state of the art, revised typology, and research agenda. Journal of Service Management, 30(5), 650–680. https://doi.org/10.1108/JOSM-03-2019-0074
Hasfar, M., Militina, T., & Achmad, G. N. (2020). Effect of Consumer Value and Customer Experience on Customer Satisfaction and Loyalty PT Meratus Samarinda. International Journal of Economics, Business and Accounting Research, 4(1). Retrieved from https://www.jurnal.stie-aas.ac.id/index.php/IJEBAR/article/view/909
Muflih, M. (2021). The Link Between Corporate Social Responsibility And Customer Loyalty: Empirical Evidence From The Islamic Banking Industry. Journal of Retailing and Consumer Services, 6(1). https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102558
Nabila, R., Wahyuni, S., & Nugroho, J. A. (2015). Analysis of the Influence of Experiential Marketing on Yamaha Motorcycle Word of Mouth (Case Study on Sebelas Maret University Students in 2014). Prosiding Semiar Nasional Pendidikan Ekonomi & Bisnis, 1–12. Retrieved from https://shorturl.at/theO6
Österle, B., Kuhn, M. M., & Henseler, J. (2018). Brand worlds: Introducing experiential marketing to B2B branding. Industrial Marketing Management, 72, 71–98. https://doi.org/10.1016/j.indmarman.2018.04.015
Panday, R., & Nursal, M. F. (2021). The The Effect of Service Quality and Customer Satisfaction on Customer Loyalty. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 4(1), 171–180. https://doi.org/10.36407/jmsab.v4i1.300
Prentice, C., & Loureiro, S. M. . (2017). An asymmetrical approach to understanding configurations of customer loyalty in the airline industry. Journal of Retailing and Consumer Services, 38, 96–107. https://doi.org/https://doi.org/10.1016/j.jretconser.2017.05.005
Purnama, R. (2020). Experiential Marketing on Customer Value and Image and Repeat Purchase. Jurnal Riset Bisnis Dan Manajemen, 13(1). https://doi.org/10.23969/jrbm.v13i1.2135
Ramadonna, Y., Nasf., & Aziz, Z. (2019). The Effect Of Customer Relationship Management And Customer Value On Customer Satisfaction Of Services And Its Impact On Customer Loyaltyin PT. BPR Rangkiang Aur. Jurnal Menara Ekonomi: Penelitian Dan Kajian Ilmiah Bidang Ekonomi, 5(1). https://doi.org/https://doi.org/10.31869/me.v5i1.1277
Ratnawita., Aprila, B. N., Abdurohim., Candra, E., & Kespandiar, T. (2023). The Influence of Service Quality, Customer Value and Customer Expectations on Customer Satisfaction of Commuter Line Train Services. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(2), 322–326. https://doi.org/10.35870/jemsi.v9i2.1035
Razi, F. F., & Lajevardi, M. (2016). Sense Marketing, Experiential Marketing, Customer Satisfaction and Repurchase Intention. Journal of Marketing and Consumer Research, 21, 67–73. Retrieved from https://shorturl.at/UljNS
Rithmaya, C. L. (2024). Strategy for Building E-Banking, Experiential Marketing, Customer Value for Customer Satisfaction and Loyalty of BNI Syariah Bank 46. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBis), 3(1), 55–66. https://doi.org/10.24034/jimbis.v3i1.6510
Rusmahafi, F. A., & Wulandari, R. (2020). The Effect of Brand Image, Service Quality, and Customer Value on Customer Satisfaction. International Review of Management and Marketing, 10(4), 68–77. Retrieved from https://www.proquest.com/scholarly-journals/effect-brand-image-service-quality-customer-value/docview/2501463618/se-2
Sadiq, M. F., & Albari, A. (2024). The Impact of E-service Quality and Customer Satisfaction on Customer Behaviour. Asian Journal of Management Entrepreneurship and Social Science., 4(4), 521-542. https://www.ajmesc.com/index.php/ajmesc/issue/view/15
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/026725799784870496
Sheu, J. J., Su, Y. H., & Chu, K. T. (2009). Segmenting online game customers–The perspective of experiential marketing. Expert Systems with Applications, 36(4), 8487–8495. Retrieved from https://doi.org/10.1016/j.eswa.2008.10.039
Slack, N., Singh, G., & Sharma, S. (2020). The effect of supermarket service quality dimensions and customer satisfaction on customer loyalty and disloyalty dimensions. International Journal of Quality and Service Sciences, 12(3), 297–318. https://doi.org/10.1108/IJQSS-10-2019-0114
Smilansky, S. (2019). Experiential Marketing A Practical Guide To Interactive Brand Experiences. United Kingdom.
Soebroto, A. (2018). Keterkaitan Experiential Marketing, Customer Satisfaction, Value, Commitment pada Brand Loyalty Studi pada merk Mobil Honda di Surakarta. Retrieved November 7, 2023, from Digilib.uns.ac.id website: Digilib.uns.ac.id
Soelasih, Y. (2016). The Influence of Experiential Marketing and Brand Image on Train Passenger Satisfaction Business. MIX: Jurnal Ilmiah Manajemen, 6(3), 387–398. Retrieved from https://www.neliti.com/publications/156093/pengaruh-experiential-marketing-dan-citra-merek-terhadap-kepuasan-penumpang-kere
Soelasih, Y., & Sumani. (2020). Strategies to Maintain Aviation Consumers during the Covid-19 Pandemic in Indonesia. Academy of Strategic Management Journal, 19(Special Issue 1), 1–13. Retrieved from https://www.proquest.com/openview/68f019173118f3827f99e84c89a493b5/1?pq-origsite=gscholar&cbl=38745
Soliha, E., Aquinia, A., Hayuningtias, K. A., & Ramadhan, K. R. (2021). The Influence of Experiential Marketing and Location on Customer Loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 1327–1338. https://doi.org/https://doi.org/10.13106/jafeb.2021.vol8.no3.1327
Suganda, U. K., Oktavia, P., & Fridayanti, V. D. (2021). The Effect of Experiential Marketing and Service Quality on Customer Loyalty of Domino’s Pizza in Cirebon City. RIGE: Review Of International Geographical Education, 11(6), 772–777. https://doi.org/10.48047/rigeo.11.06.94
Sugiyarti, G., & Hendar, H. (2017). Experiential Marketing Creative Antecedence for Success of Brand Loyalty (A Study on the Users of Perfume for Body in Indonesia). International Review of Management and Marketing, 7(1), 529–536. Retrieved from https://dergipark.org.tr/en/pub/irmm/issue/32094/355469?publisher=http-www-cag-edu-tr-ilhan-ozturk
Thung, F. (2019). The Influence of Go-Jek Partner Service Quality on Customer Loyalty with Customer Satisfaction as a Mediating Variable. Jurnal Bina Manajemen, 8(1), 74–95. Retrieved from https://www.neliti.com/publications/301288/pengaruh-kualitas-pelayanan-mitra-go-jek-terhadap-loyalitas-pelanggan-dengan-kep
Wahyuningtyas, F. M., Achmad, F., & Zainul, A. (2017). The effect of experiential marketing on satisfaction and its impact on customer loyalty. Russian Journal of Agricultural and Socio-Economic Sciences, 61(1), 105–111. Retrieved from https://cyberleninka.ru/article/n/the-effect-of-experiential-marketing-on-satisfaction-and-its-impact-on-customer-loyalty
Yeh, T. M., Chen, S. H., & Chen, T. F. (2019). The Relationships among Experiential Marketing, Service Innovation, and Customer Satisfaction—A Case Study of Tourism Factories in Taiwan. Sustainability, 11(4), 1041. https://doi.org/10.3390/su11041041
Yuan, Y.-H. E., & Wu, C. K. (2008). Relationships Among Experiential Marketing, Experiential Value, and Customer Satisfaction. Journal of Hospitality & Tourism Research, 32(3), 387–410. https://doi.org/10.1177/1096348008317392
Yulisetiarini, D. (2016). The Effect of relationship Marketing towards Costumer Satisfaction and Customer Loyalty on Franchised retails in East Java. Medetaranian Journal of Social Sciences MCSER Publishing, 7(1). Retrieved from https://pdfs.semanticscholar.org/e63c/61056fd2a857d4cc92dda77a9900b168a0ba.pdf
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Published
2025-06-10
How to Cite
Trisnanto, F., & Albari. (2025). The Influence of Customer Value and Experiential Marketing on Customer Loyalty with Customer Satisfaction as an Intervening Variable. International Journal of Economics, Business and Innovation Research, 4(04), 174-198. https://doi.org/10.63922/ijebir.v4i04.1910
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