The Effect of Experiential Marketing and Service Quality on Customer Loyalty of Domino's Pizza in Cirebon City

Abstract

The business world continues to grow and creates increasingly fierce competition, encouraging every 
company to improve the quality of their products and services. Competition in the culinary field in 
particular, namely pizza restaurants, causes entrepreneurs to have the best and most appropriate 
strategy to consider the conditions that exist within the company. Every company should be able to 
create products and services that evoke unforgettable experiences. Experiential marketing is a relatively 
new marketing approach, which was presented to the marketing world through the book Experiential 
Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands, by 
Schmitt. Schmitt stated that the essence of the concept of experiential marketing is marketing and 
management driven by unique, positive, and memorable experiences to consumers. Domino's Pizza is a 
company that is trying to implement this concept. The tight competition in the culinary field in particular 
restaurants, encouraging entrepreneur must have the most appropriate strategies to support the success 
of the company. One of them is the company should be able to create products and services that evoke 
an unforgettable experience, that is applying the strategies in named experiential marketing. In addition 
to the need for experiential marketing, generally high standards of service quality will result in higher 
satisfaction and will create a purchase more, or commonly called customer loyalty. The purpose of this 
research is to know the influence of experiential marketing and service quality against customer loyalty. 
Type of this research is descriptive and verified. The method used survey with individual analysis unit that 
is customer Domino’s Pizza at Cirebon city. The research method uses explanatory, descriptive and 
verification research models. Multiple Linear Regression Hypothesis Test.