Pengaruh Experiential marketing, Store atmosphere Dan Customer engagement Terhadap Customer Loyalty

Meita Dwi Rahmawati; Riawan Riawan; Dwi Warni Wahyuningsih

doi:10.32534/jv.v21i3.8608

Authors

Meita Dwi Rahmawati Muhammadiyah University of Ponorogo
Riawan Riawan Muhammadiyah University of Ponorogo
Dwi Warni Wahyuningsih Muhammadiyah University of Ponorogo

DOI:

https://doi.org/10.32534/jv.v21i3.8608

Keywords:

Experiential Marketing, Store Atmosphere, Customer Engagement, Customer Loyalty, Coffee Shop

Abstract

The intense competition in the Coffee shop industry demands businesses to focus on emotional aspects and comfort to build Customer Loyalty. This quantitative study aims to analyze the influence of Experiential marketing, Store atmosphere, and Customer engagement on Customer Loyalty at Toko Kopi Mergan in Ponorogo. Involving 160 respondents, data were analyzed using the PLS-SEM technique via SmartPLS 4.0, which included Outer model testing (validity and reliability) and Inner Model testing (hypothesis). The results indicate that Experiential marketing, Store atmosphere, and Customer engagement have a positive and significant effect on Customer Loyalty. These findings imply that a combination of memorable experiences, an attractive Store atmosphere, and strong engagement serves as a key strategy to effectively retain customers.

References

Algharabat, R., Rana, N. P., Abdallah, A., & Baabdullah, A. (2020). Journal of Retailing and Consumer Services Investigating the antecedents of customer brand engagement and consumer- based brand equity in social media. Journal of Retailing and Consumer Services, 53(October 2018), 101767. https://doi.org/10.1016/j.jretconser.2019.01.016

Ali-alsaadi, A. A., & Cabeza-ramı, L. J. (2025). Understanding Customer Loyalty in Fast-Food Restaurants : Exploring the Moderating Effect of Relational Benefits in the United Arab Emirates. June, 1–20. https://doi.org/10.1177/21582440251339805

Behnam, M., Hollebeek, L. D., Clark, M. K., & Farabi, R. (2021). Exploring customer engagement in the product vs. service context. Journal of Retailing and Consumer Services, 60, 102456. https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102456

Berman, B., & Evans, J. R. (2018). Retail management: A strategic approach (13th ed.). Pearson.

Bonfanti, A., Vigolo, V., & Vannucci, V. (2026). Creating memorable shopping experiences to meet phygital customers ’ needs : evidence from sporting goods stores. International Journal of Retail and Distribution Management, 51(13), 81–100. https://doi.org/10.1108/IJRDM-12-2021-0588

Chawkradian, S., & Lalaeng, C. (2023). Experiential Marketing And Business Innovation Affecting Customer Loyalty In Cafe Business. Asian Administration and Management Review, 6(2023), 130–140. https://doi.org/10.14456/aamr.2023.25

Chen, C. (2024). Atmospherics fosters customer loyalty : Exploring the mediating effects of memorable customer experience and customer satisfaction in factory outlet malls in Taiwan. Journal of Retailing and Consumer Services, 80(November 2023), 103936. https://doi.org/10.1016/j.jretconser.2024.103936

Davey, A., Sung, B., & Butcher, L. (2024). Revisiting experiential marketing : a Delphi study. Journal of Brand Management, 31(1), 16–37. https://doi.org/10.1057/s41262-023-00333-w

Fan, W., Shao, B., & Dong, X. (2022). Effect of e-service quality on customer engagement behavior in community e-commerce. Frontiers in Psychology, September, 1–16. https://doi.org/10.3389/fpsyg.2022.965998

Ghozali, I. (2021). Aplikasi Analisis Multeivariate Dengan Program IBM SPSS 26 Edisi 10 (10th ed.). Badan Penerbit Universitas Diponegoro.

Griffin, J. (2005). Customer loyalty: Menumbuhkan dan mempertahankan kesetiaan pelanggan. Erlangga.

Hair, J., & Alamer, A. (2022). Research Methods in Applied Linguistics Partial Least Squares Structural Equation Modeling ( PLS-SEM ) in second language and education research : Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027

Hollebeek, L. D., Sarstedt, M., Sprott, D. E., & Urbonavicius, S. (2023). Hallmarks and potential pitfalls of customer ‐ and consumer engagement scales : A systematic review. June 2022, 1074–1088. https://doi.org/10.1002/mar.21797

Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2019). Correction to : S-D logic – informed customer engagement : integrative framework , revised fundamental propositions , and application to CRM. 500032.

Ismoyowati, D., Wuryandani, S., & Wijayanti, F. K. (2023). Millennials ’ Consumer Behavior in the Coffee Agroindustry : The Effect of Consumer Attitudes on Purchasing Decisions. AgriTECH, 43(1), 56–63. https://doi.org/10.22146/agritech.66577

Kinasih, M. P., & Wuryandari, N. E. R. (2023). Pengaruh Price Discount , Product Knowledge , Dan Time Pressure Terhadap Impulse Buying Pada Fitur Shopee Live. JUKIM : Jurnal Ilmiah Multidisiplin, 2(5), 88–101. https://doi.org/10.5617

Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). Pearson Education.

Kurniawan, A., Lukitaningsih, A., & Hutami, L. T. H. (2023). Pengaruh Kualitas Makanan, Store Atmosphere Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Al-Kharaj : Jurnal Ekonomi , Keuangan & Bisnis Syariah, 5(1), 355–370. https://doi.org/10.47467/alkharaj.v5i1.1215

Mantratzis, P., Tsiotras, G., Tsironis, Loukas K, & Gotzamani, K. (2023). Exploring the Impact of Supermarket Store Layout and Atmospheric Elements on Consumer Behavior: A Field Research Study in Greece. Journal of Operations and Strategic Planning, 6(2), 131–151. https://doi.org/10.1177/2516600X231203492

Marc, W., Rasul, T., Kumar, S., & Ala, M. (2022). Past , present , and future of customer engagement. Journal of Business Research, 140(May 2021), 439–458. https://doi.org/10.1016/j.jbusres.2021.11.014

Melisa, Syafrizal, & Yeni, Y. H. (2024). The Influence of Store Atmosphere , Customer Value and Halal Labeled Products on Customer Loyalty with Customer Satisfaction as a Mediating Variable at Miss Glam Padang City. Journal of Accounting and Finance Management (JAFM), 5(3), 406–415. https://doi.org/10.38035/jafm.v5i3.703

Nabila, L. B., & Riorini, S. V. (2023). The Effect Of Customer Loyalty In The Coffee Shop Industry (A survey in Jakarta, Indonesia). Jurnal Multidisiplin Indonesia, 2(5), 1–9. https://doi.org/10.58344/jmi.v2i5.223

Novitasari, M. D., & Purwanto, S. (2024). The Influence Of Service Quality, Store Atmosphere, And Experiential Marketing On Customer Loyalty At Famicafé Tenggilis Surabaya. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(3), 7004–7013. https://doi.org/doi.org/10.31538/iijse.v7i3.5444

Obiegbu, C. J., & Larsen, G. (2025). Algorithmic personalization and brand loyalty : An experiential perspective. Marketing Theory, 25(2), 199–219. https://doi.org/10.1177/14705931241230041

Putri, F. A., Friyani, R., & z, R. W. (2025). Pengaruh Mekanisme Good Corporate Governance dan Firm Size Terhadap Kinerja Keuangan BUMN Di BEI Tahun 2021-2023. 4(2), 347–357. https://doi.org/10.56916/jimab.v4i2.1775

Putri, F. N., & Ridhaningsih, F. (2025). The Effect Of Store Atmosphere And Experiential Marketing On Customer Loyalty Mediated By Customer. Jurnal Sejarah, Pendidikan Dan Humaniora, 9(1), 359–368. https://doi.org/10.36526/js.v3i2.5021

Rancati, G., Thu, T., Nguyen, T., Fowler, D., Mauri, M., & Schultz, C. D. (2023). Customer experience in coffee stores : A multidisciplinary Neuromarketing approach. International Journal of Hospitality Management, March, 1–17. https://doi.org/10.1002/cb.2184

Rashid, N., Nika, F. A., & Thomas, G. (2021). Impact of Service Encounter Elements on Experiential Value and Customer Loyalty : An Empirical Investigation in the Coffee shop Context. SAGE Open, 11(4), 1–12. https://doi.org/10.1177/21582440211061385

Rather, R. A., Ramkissoon, H., Hollebeek, D., & Lureiro, S. M. C. (2022). Customer engagement in tourism and hospitality research. In Hanbook of Customer Engagement in Tourism Marketing, 1–24.

Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/026725799784870496

Setiawati, T. (2025). The Effect of Experiential Marketing on Perceived Service Value and Implications on Customer Loyalty. Jurnal Ilmiah Manajemen Kesatuan, 13(5), 3765–3776. https://doi.org/10.37641/jimkes.v13i5.3887

Shahid, S., Husain, R., Islam, J. U., & Hollebeek, L. D. (2025). Brand love and customer brand engagement for masstige: a cross-cultural perspective. Journal of Product & Brand Management, 34(4), 545–561. https://doi.org/10.1108/JPBM-07-2024-5370

So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2014). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64–78. https://doi.org/10.1177/0047287514541008

Vasquez-p, A. Z., & Musso, F. (2024). Editorial : Towards an emerging science of customer loyalty to retail stores : explanation , drivers , and frameworks. Front Psychol, February. https://doi.org/10.3389/fpsyg.2024.1365333

Vilnai-yavetz, I., Gilboa, S., & Mitchell, V. (2021). Journal of Retailing and Consumer Services Experiencing atmospherics : The moderating effect of mall experiences on the impact of individual store atmospherics on spending behavior and mall loyalty. Journal of Retailing and Consumer Services, 63(July), 102704. https://doi.org/10.1016/j.jretconser.2021.102704

Widodo, T. (2025). The Role of Customer Satisfaction in Mediating the Influence of Customer Engagement on Customer Loyalty. Jurnal Manajemen Dan Keuangan, 13(1), 47–64.

Winarno, S. H., Syarif, M., & Elvira, L. (2025). Loyalitas Pelanggan E-Commerce : Peran Inovasi Digital Dan Paylater Dengan Experiential Marketing Sebagai Intervening. Jurnal Administrasi Bisnis, 5, 52–60. https://doi.org/10.31294/jab.v5i1.8367