The Role of Customer Experience and Word of Mouth to Customer Loyalty in Bali, Indonesia

Social Science and Humanities

In this study, the type of research used is explanatory research with a quantitative approach. This research was conducted at the Bali Classic Store location, a fashion business for Balinese traditional clothing in Karangasem Regency, Bali. The technique used in this research is data collection by distributing questionnaires to Bali Classic Store Business customers. The population in this study is the consumers of the Bali Classic Store. Determination of the sample in this study using the Simple Random Sampling technique with a sample of 67 customers of the Bali Classic Store in Karangasem. The data analysis technique used is a multiple linear regression quantitative technique. The results of this study indicate that simultaneously experiential marketing and word of mouth have a positive and significant (significant) effect on customer loyalty. Partially experiential marketing has a positive and significant (significant) effect on customer loyalty and word of mouth has a positive and significant effect on customer loyalty at the Bali Classic Store.

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