The Impact of Taste, Experiential Marketing, and Word of Mouth on Purchase Decisions Affecting Customer Loyalty at Ohkopi.id Coffee Shop, Pangkalpinang

Abstract

 This research aims to analyze the influence of taste, experiential marketing and word of mouth on purchasing decisions which have an impact on customer loyalty at the Ohkopi.id Pangkalpinang coffee shop. This research uses quantitative research involving the wider community as respondents. Data was collected through distributing questionnaires which included taste variables, experiential marketing and word of mouth, purchasing decisions and customer loyalty. Multiple linear regression analysis is used to test the relationship between these variables. The results of the analysis show that there is a significant influence between taste, experiential marketing and word of mouth on purchasing decisions which have an impact on customer loyalty. Consistent and satisfying flavors can increase the chances of repeat purchases and build customer loyalty. Experiential marketing focuses on creating unique and memorable experiences for consumers. Word of Mouth, whether directly or via digital platforms, has a big influence on purchasing decisions. Purchase decisions that result in satisfaction and positive experiences tend to increase customer loyalty.