Proceedings of the 2nd International Conference on Strategic and Global Studies, ICSGS 2018, October 24-26, 2018, Central Jakarta, Indonesia

Research Article

The Influence Experiential Marketing and Customer Value to Loyalty Moslem Tourists

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  • @INPROCEEDINGS{10.4108/eai.24-10-2018.2289672,
        author={Nurdin  Sobari and Hardius  Usman and Puja  Prasetia},
        title={The Influence Experiential Marketing and Customer Value to Loyalty Moslem Tourists},
        proceedings={Proceedings of the 2nd International Conference on Strategic and Global Studies, ICSGS 2018, October 24-26, 2018, Central Jakarta, Indonesia},
        publisher={EAI},
        proceedings_a={ICSGS},
        year={2019},
        month={11},
        keywords={experiential marketing customer value satisfaction loyalty halal tourism},
        doi={10.4108/eai.24-10-2018.2289672}
    }
    
  • Nurdin Sobari
    Hardius Usman
    Puja Prasetia
    Year: 2019
    The Influence Experiential Marketing and Customer Value to Loyalty Moslem Tourists
    ICSGS
    EAI
    DOI: 10.4108/eai.24-10-2018.2289672
Nurdin Sobari1,*, Hardius Usman1, Puja Prasetia1
  • 1: School of Strategic and Global Studies, Universitas Indonesia, Indonesia
*Contact email: nurdin.sobari@ui.ac.id

Abstract

This research aims to examine the effects of experiential marketing and customer value on satisfaction and loyalty in halal tourism in Indonesia. A total of 175 questionnaires were distributed using the criteria of Indonesian tourists who ever enjoyed halal tourism by visiting Indonesian tourist attractions. The analysis methods employed were the factor analysis and the Structural Equation Model (SEM) with explorative approaches. Findings of this research reveal that experiential marketing has a positive and significant effect on satisfaction and loyalty, the indicator sense has the most dominant value and is able to leave the impression that creates satisfaction and causes loyalty among Muslim tourists. Customer value has a positive and significant effect on satisfaction but it does not affect loyalty. This proves that satisfaction does not always serve as the determinant of loyalty.