The Influence of Service Quality, Relationship Marketing and Experiential Marketing on Loyalty with Satisfaction as Mediation in Royal Hotel Singosari Kuta
This study aims to determine the effect of Service Quality, Relationship Marketing and Experiential Marketing on Loyalty with Satisfaction as Mediation at Hotel Royal Singosari Kuta. The number of samples used as many as 234 respondents which were determined by using the Slovinmethod.Methods of collecting data are interviews and questionnaires using a Likert scale, as well as distributing questionnaires using Google Form. The data analysis technique was carried out using Path Analysis (Structural Equation Modeling-Partial Least Square (SEM PLS).The results of this study indicate thatServicequalityand Experiential marketing has a positive and significant effect on customer loyalty through customer satisfaction. This research has implications in contributing to decision-making, especially in the development of the hospitality and tourism industry to realize an increase in service quality, relationship marketing and experiential marketing in accordance with the company's vision and mission, especially the management of the Royal Singosari Kuta Hotel.