PENGARUH EXPERIENTAL MARKETING DAN LIFESTYLE CONGRUENCE TERHADAP CUSTOMER LOYALTY MELALUI PERAN CUSTOMER ENGAGEMENT PADA GYMNASIUM SE-SERANG TIMUR

Abstract

Increasing competition in the gymnasium industry requires managers to maintain customer loyalty by providing memorable customer experiences and services that align with customers' lifestyles. In this context, experiential marketing and lifestyle congruence are considered important factors in enhancing customer engagement, which ultimately leads to stronger customer loyalty.  This study aims to analyze the effect of experiential marketing on customer engagement, the effect of lifestyle congruence on customer engagement, the effect of experiential marketing on customer loyalty, the effect of lifestyle congruence on customer loyalty, the effect of customer engagement on customer loyalty, and the mediating role of customer engagement in the relationship between experiential marketing, lifestyle congruence, and customer loyalty at gymnasiums in East Serang.  This study employed a quantitative approach using a survey method. The population consisted of gymnasium members in East Serang who had renewed their memberships at least three times. A purposive sampling technique was applied, resulting in 340 respondents. Data were collected using a five-point Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS software.  The findings indicate that experiential marketing has a positive and significant effect on customer engagement and customer loyalty. Lifestyle congruence also has a positive and significant effect on customer engagement and customer loyalty. Furthermore, customer engagement has a positive and significant effect on customer loyalty. The mediation analysis reveals that customer engagement successfully mediates the effects of experiential marketing and lifestyle congruence on customer loyalty.  This study concludes that improving customer loyalty in gymnasiums in East Serang can be achieved by delivering positive customer experiences, providing services that match customers' lifestyles, and strengthening customer engagement. Therefore, gymnasium managers should develop customer experience-oriented marketing strategies and continuously foster customer engagement to establish long-term customer loyalty.