The competition in retail industry becomes more dynamic and every organization need to develop new strategy to stand up in this competition. The objective of this research is to analyze the influence of experiential marketing on customer loyalty through customer satisfaction as intervening variable at retail industry in Indonesia. The research use 236 respondents as samples and collected by purposive sampling method. The obtained data then analyzed using Structural Equation Modeling (SEM) method through IBM SPSS AMOS 23 software. The result indicate that experiential marketing has positive and significant influence to customer satisfaction, customer satisfaction has positive and significant influence to customer loyalty, experiential marketing has positive and insignificant influence to customer loyalty, and customer satisfaction plays role as intervening variable between experiential marketing and customer loyalty. This result of this research could give a solid foundation for the organization to craft their impactful strategy in order to keep and stand up in the competition.
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