Pengaruh Relationship Marketing, Experiental Marketing dan Digital Payment Terhadap Customer Loyalty (Studi Pada Kopi Komunal di Kota Mataram)

Authors

Ni Putu Ayu Chandra Utari

DOI:

10.29303/alexandria.v6i1.931

Published:

2025-04-30

Issue:

Vol. 6 No. 1 (2025): April

Keywords:

Relationship Marketing, Experiental Marketing, Digital Payment, Customer Loyalty

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Putu Ayu Chandra Utari, N. (2025). Pengaruh Relationship Marketing, Experiental Marketing dan Digital Payment Terhadap Customer Loyalty (Studi Pada Kopi Komunal di Kota Mataram). ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship), 6(1), 94–100. https://doi.org/10.29303/alexandria.v6i1.931

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Abstract

This research aims to analyze the influence of Relationship Marketing, Experiential Marketing, and Digital Payment on Customer Loyalty at Kopi Komunal in Mataram City. The data collection method used a questionnaire with a sample of 100 respondents. The analysis method used multiple linear regression analysis with the Statistical Package For The Social Sciences (SPSS) tool. The research results show that Relationship Marketing has a positive and significant effect on Customer Loyalty. Second, Experiental Marketing has a positive and significant effect on Customer Loyalty. Third, Digital Payment has a positive and significant impact on Customer Loyalty. The research results can serve as a basis for developing more effective strategies to enhance Relationship Marketing, Experiential Marketing, Digital Payment, and Customer Loyalty.

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Author Biography

Ni Putu Ayu Chandra Utari, Universitas Mataram

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