The Effect of Experiential Marketing on Customer Satisfaction Muun Donuts Lhokseumawe City

Abstrak

This study aims to determine the effect of Experiential Marketing on Customer Satisfaction at Muun Donuts in Lhokseumawe City. The background of this research is based on the importance of creating positive and comprehensive experiences for customers as a strategy in increasing satisfaction and loyalty in the midst of competition in the food and beverage industry. The method used is a quantitative approach with simple linear regression analysis techniques. The sample in this study were 97 respondents obtained using the Lemeshow formula. The results showed that Experiential Marketing has a positive and significant effect on Customer Satisfaction. This is evidenced by the t-count value of 10.461 which is greater than the t-table of 1.985 and a significance value of 0.000 (p < 0.05), so the alternative hypothesis is accepted. This finding indicates that the experiential marketing strategy implemented by Muun Donuts-through an attractive store atmosphere, friendly service, and quality products-is able to create a pleasant customer experience and increase their satisfaction. The mean value of the Experiential Marketing variable is 4.35, which falls into the “agree” category, indicating that consumers feel real benefits from this approach. The most prominent aspect is the comfort and aesthetics of the store space, while a relatively lower aspect is the aroma of the product. These results are in line with Schmitt's Experiential Marketing theory, which emphasizes the importance of creating experiences that involve the senses, emotions, thoughts, actions, and social connectedness in building strong emotional relationships with brands.