Effect of Customer Value and Experiential Marketing to

Customer Loyalty with Customer Satisfaction as Intervening

Variable: Case Stud

on Go-Jek Makassar Consumers

Rahmat Riwayat Abadi

, Idayanti Nursyamsi

and Musran Munizu

Faculty of Economics and Business, Universitas Hasanuddin, Makassar-Indonesia

Keywords: Customer Value, Experiential Marketing, Customer Satisfaction, and Customer Loyalty

Abstract: The Effect of Customer Value and Experiential Marketing on Customer’s Loyalty with Customer’s

Satisfaction as Intervening Variable: A Case Study on GO-JEK Consumers in Makassar. The research

aimed to examine and analyze the effect of customer value and experiential marketing on consumer’s

loyalty with consumer’s satisfaction as intervening variable. The analysis units were the users of GO-JEK

transportation service in Makassar City. The sample consisted of 172 respondents selected using accidental

sampling method. The data were obtained using questionnaires. They were analyzed using Structural

Equational Modeling (SEM) processed with AMOS version 22 program. The results of the research indicate

that customer value significantly affects costumer’s satisfaction and loyalty. Experiential marketing

significantly affects costumer’s satisfaction and loyalty. Costumer’s satisfaction significantly affects

costumer’s loyalty. Customer value and experiential marketing significantly affects costumer’s loyalty

through costumer’s satisfaction. Costumer’s satisfaction and loyalty is more influenced by experiential

marketing compared to customer value.

1 INTRODUCTION

The rapid development of technology has created a

new digital era. The rapid growth in computer

technology, telecommunications, information,

transportation and other technologies has had a

major impact on how companies deliver value to

customers (Kotler and Armstrong, 2008: 28). The

presence of online application technology on

smartphones based on Android, iOS, or Windows

has brought significant changes in various aspects,

both in terms of aspects of life, social, economic,

and not least in the aspect of transportation.

PT. GO-JEK Indonesia is a transportation service

company that use a motorbike and car almost all of

Indonesia's coverage areas. GO-JEK is one of the

transportation providers that presents solutions for

the society, because GO-JEK has an application

system that is easy to use because in one application

there are various services in it. The main services of

GO-JEK include, Go-Ride, Go-Car, Go-Mart, Go-

Send, Go-Clean, Go-Massage, and Go-Tix, etc.

Now, GO-JEK has been operating in the areas of big

cities such as Jakarta, Bandung, Surabaya, Bali,

Makassar, etc.

Targeting, acquiring, and retaining the customers

is the core of many successful companies. The

importance of carefully focusing on loyal and

desirable customers in selected segments and how to

build and maintain their loyalty through a

relationship marketing strategy. The aim is to build

relationships and bring loyal customers who will

continue to use company services in the future

(Lovelock et al., 2010: 76).

Transportation industry depend on services such

as GO-JEK, it is very likely that consumers will

move to other service providers for certain reasons.

These reasons need to be anticipated by the

company to determine the strategy, because the key

to the company still exist in the competitive

competition to maintain the customers. Therefore,

companies need to create value and experience when

customers use these products and services.

The progress of online transportation in

particular GO-JEK is not on one’s own, now there

are competitors who are trying to providing service

Abadi, R., Nursyamsi, I. and Munizu, M.

Effect of Customer Value and Experiential Marketing to Customer Loyalty with Customer Satisfaction as Intervening Variable: Case Study on Go-Jek Makassar Consumers.

DOI: 10.5220/0009505107670774

In Proceedings of the 1st Unimed International Conference on Economics Education and Social Science (UNICEES 2018), pages 767-774

ISBN: 978-989-758-432-9

767

using different marketing techniques to be able to

reach the hearts of consumers, now present in

Makassar, that is GRAB and UBER.

Companies are competing to provide excellent

service for consumers, because then consumers will

feel satisfaction and can encourage these customers

to be loyal. However, in reality there are only

shortcomings that arise regarding the online-based

transportation system. Complaints also vary, ranging

from the application system itself, as well as from

partners (drivers).

In business, loving customers means achieving

their loyalty by high values and touching their

feelings and souls. Moreover, consumers want

products that can really make them happy and be

suited their lifestyle, and provide great experience.

In intense competition, the service business must

begin to look at the application of experiential

marketing, which provides emotional experiences

that are unique, positive, and impressive to

customers (Alma, 2007: 265).

However, customers are not just loyal to the

companies. We need to create value for them to be

faithful. Research has proven that relationships can

produce value for individuals through factors such as

providing greater confidence, offering benefits, and

special treatment (Lovelock et al., 2010: 78).

2 THEORICAL FRAMEWORK

Zeithaml (1988) says that customer value is an

evaluation of the benefits of a product or service

perceived by customers compared to what the

customer has issued to obtain the product or service.

The customer value concept gives consumers an idea

about the company, considers what they want, and

believes that they get benefits from a product

(Woodruff, 1997).

The customer estimates which offer will deliver

the highest value and act on that estimate. Whether

or not an offer is expected to affect customer

satisfaction and the dimensions of the probability

that the customer will use or buy another product or

service (Kotler and Keller, 2009: 136). Customer

value refers to a company's ability to create and add

value to goods and services, especially for the

services they offer to customers or aspects of their

business services (Johnson and Weinstein in

McFarlane, 2013). Basically customer value consists

of 4 parts, namely: (1) service, (2) quality, (3)

image, and (4) price.

Experiential marketing can be useful for a

company that wants to improve a brand to improve

brands that are in a decline, differentiate their

products from competing products, create an image

and identity for a company, increase innovation and

persuade customers to try and buy the products

(Maghnati et al, 2012). According of experiential

marketing, Bernd Schmitt in Zena and Hadisumarto

(2012), said: to determine marketing of satisfaction,

delivery of solutions, problems, or benefits is still

too narrow. The higher perceived experiential

marketing, the higher customer satisfaction is felt

(Lee et al., 2011).

Gentile et al. (2007) differentiate six experiential

components, such as the following: (1) sensory, (2)

emotional, (3) cognitive, (4) pragmatic, (5) lifestyle,

and (6) relational. According to Schmitt in Alkilani

et al. (2013), Experiential Modules (SEMs) describe

five types of customer experience that are the basis

of experiential marketing, the five types are sense,

feel, think, act, and relate.

Customer satisfaction depends on performance of

the product's assumptions to the buyer's

expectations. If product performance does not meet

expectations, customers are disappointed. If product

performance is due with expectations, customers are

satisfied. If performance exceeds expectations,

customers are very satisfied (Kotler and Armstrong,

2008: 16). There are many benefits to the company

from a high level of customer satisfaction. This can

increase customer loyalty and churn customer move,

reduce customer price sensitivity, reduce failed

marketing costs and create new customers, reduce

operating costs due to an increase in the number of

customers, increase advertising effectiveness, and

improve business reputation (Kim et al., 2004).

The parameters of customer satisfaction

indicators in this study were measured using the

indicator by Azizah (2012) which was adjusted to

the object of research, namely: (1) pleasure, showing

the extent to which the customers were happy with

the experience of using services (2) the right choice,

measured from feelings that arise in choosing a

company as a partner, whether it is right or not, and

(3) suitability of expectations, which is measured by

the feeling of happy customers arising from the

company's ability to meet all expectations.

Creating strong relationships with customers is a

dream of all marketers and this is often the key to

long-term marketing success (Kotler & Keller, 2009:

153). Once we get to know customers, we must

maintain good relationships with them. We must

know the customer personally, one by one, so that

we can have a description of their needs, desires,

preferences and behavior (Kotler et al., 2010: 186).

Rewards from loyalty are long-term and

cumulative. The longer the loyalty of a customer, the

greater of profit the company receives from one of

these customers. According to Griffin (2003: 11)

increased loyalty can save costs in at least 6 fields:

1) marketing costs are reduced (customer takeover

UNICEES 2018 - Unimed International Conference on Economics Education and Social Science

768

costs are higher than the cost of maintaining

customers; 2) transaction costs are lower; 3)

customer turnover costs are reduced (fewer missing

customers must be replaced; 4) the success of cross-

selling has increased, causing a greater share of

customers; 5) word of mouth reporting becomes

more positive, assuming loyal customers also feel

satisfied; 6) the cost of failure decreases (reduction

in rework, warranty claims, etc.).

The variable customer loyalty in this study was

measured by three indicators, Zeithaml et al. (1996),

namely: (1) Telling positive things about products,

(2) Recommending someone to product has been

consumed to a friend (recommending products to

others), and (3) Repurchase intention to product that

has been consumed (re-purchase).

3 RESEARCH METHOD

This research was conducted on consumers using a

questionnaire to users who had used GO-JEK online

service transportation located in the city of

Makassar. In this study, the population used was

consumers of GO-JEK online transportation services

in the last 4 months, namely the period January-

April 2018. In determining the sample size, this

study is based on the calculations put forward by

Slovin as follows:

𝑛

𝑁

1𝑁𝑒



Based on the formula, samples taken in this study

are:

n

1.439.696

1  1.439.696







 399,91

 400 responden

From the calculation above, it can be seen that

the number of samples used in this study were 400

people.

Data collection by field research, which is a

study conducted directly into the field, in this study

conducted by interviewing users of GO-JEK online

transportation services in Makassar as well as

providing a list of questions in the form of a

questionnaire.

This study uses a quantitative approach in data

analysis, the analytical method used in analyzing

empirical data collected by researchers includes (1)

descriptive statistical analysis intended to determine

the frequency distribution of questionnaire, and (2)

inferential statistical analysis used to test the

research hypothesis is Structural Equation Modeling

(SEM).

4 ANALYSIS

In this study 400 questionnaires were distributed,

which were disseminated through offline and online.

The questionnaire returned only as many as 200, this

was due to the limitations of the research time, for

one month. In addition, after verification, 28

questionnaires were aborted because they did not

complete the data on the questions and statements in

the questionnaire, so that overall there were 172

questionnaires that were feasible to analyze.

4.1 Measurement Model

Table 1 below presents the results of the mean and

loading factors of each indicator in study variable.

Table 1: Loading Factor

Variabel Indikator Mean

Faktor

P-

value

Customer

Value

CVS1

4,13

0,777 Fix

CVS2

3,86

0,720 0,000

CVQ1

3,85

0,710 0,000

CVQ2

4,05

0,788 0,000

CVI1

3,86

0,597 0,000

CVI2

4,18

0,679 0,000

CVP1

3,57

0,905 0,000

CVP2

3,63

0,817 0,000

CVP3

3,22

0,767 0,000

Experiential

Marketing

EMS1

4,19

0,793 Fix

EMS2

4,20

0,789 0,000

EMF1

4,16

0,794 0,000

EMF2

4,20

0,702 0,000

EMT1

4,38

0,638 0,000

EMT2

4,03

0,733 0,000

EMA1

4,27

0,705 0,000

EMA2

4,07

0,847 0,000

EMR1

3,71

0,792 0,000

EMR2

4,05 0,886 0,000

Customer

satisfaction

KPS1

3,97 0,767 Fix

KPP1

4,05 0,768 0,000

KPH1

4,12 0,733 0,000

KPH2

4,01 0,795 0,000

Customer

loyalty

LPT1

4,25 0,679 Fix

LPT2

4,20 0,756 0,000

LPF1

4,11 0,777 0,000

LPR1

4,08 0,803 0,000

Source: Primary Data Processed, 2018

Based on Table 1, that all indicators significantly

measure their respective variables. The results of

Effect of Customer Value and Experiential Marketing to Customer Loyalty with Customer Satisfaction as Intervening Variable: Case Study

on Go-Jek Makassar Consumers

769

this analysis also show that the strongest Customer

Value measure is CVP 1 (factor loading 0.905 and

mean 3.57). Thus, it can be seen that Customer

Value is mainly influenced by lower prices than

similar competitors. Experiential Marketing is

known that the most powerful indicator as a measure

is EMA 1 (loading factor 0.886 and mean 4.05).

Thus it can be seen that Experiential Marketing is

primarily influenced by getting attractive rewards

after using the GO-JEK application. Customer

satisfaction is known that the most powerful

indicator as a measure is KPH 2 (loading factor

0.795 and mean 4.01). Thus it can be seen that

Customer Satisfaction is primarily influenced by

satisfying experience after using GO-JEK services.

Customer loyalty is known that the strongest

indicator as a measure is KPH 2 (factor loading

0.803 and mean 4.08). Thus it can be seen that

Customer Satisfaction is primarily influenced by the

delivery of the latest information about GO-JEK.

4.2 SEM Assumption

Before SEM analysis, the assumptions that underlie

the SEM model are tested, namely, normality,

outliers and linearity. Testing whether or not there

are univariate outliers is done by analyzing the

Zscore value from the research data used. If there is

a greater Zscore value ± 3.0, it will be categorized as

an outlier. This univariate outlier test uses the SPSS

program assistance. Based on the results of data

processing for testing the presence or absence of

outliers, it can be shown that the data does not occur

univariate outlier problems. The proof is marked by

a Zscore value below 3 or not in the range of 3 to 4.

If in the data there is a univariate outlier it will not

be removed from the analysis because the data

describes the real situation and there is no specific

reason for the profile of the respondent (Ferdinand,

2002).

To test the presence or absence of outliers, can be

seen with mahalanobis distance (Md). Mahalanobis

distance is evaluated using the value of 56,892.

From the distance of Mahalanobis with the most

distant observation point is the respondent to 104

with an Md value = 55,483. When compared with

the value of 56,892, then the value of Md 86th point

<56,892, it is concluded that all observation points

are not outliers.

Testing the linearity assumption is done by the

Curve Fit method. The results of linearity testing

show that all linear models are significant because

the Sig value is <0.05 so it is concluded that the

linearity assumptions have been fulfilled.

4.3 Goodness of Fit

The results of testing the overall goodness of fit

model, according to the results of SEM analysis, to

find out whether the hypothetical model is supported

by empirical data, are given in Table 2 below.

Table 2: Goodness of Fit Overall Model

Criteria Cut of value Result Conclusion

Chi-square

Probability

RMSEA

GFI

AGFI

CMIN/DF

TLI

CFI

389,313

≥ 0,05

≤ 0,08

≥ 0,90

≤ 2

≥ 0,95

529,498

0,000

0,056

0,833

0,804

1,535

0.942

0,947

Marjinal

Baik

Marjinal

Baik

Marjinal

Source: Primary Data Processed, 2018

The results of the Goodness of Fit Overall test

based on Table 2 show that 6 of 9 Goodness of fit

which shows good models, namely CMIN / DF,

GFI, CFI, RMSEA. According to Arbuckle and

Wothke, in Solimun (2009), the best criteria used as

an indication of the goodness of the model is the

value of Chi Square / DF which is less than 2, and

RMSEA which is below 0.08. In this study, the

values of CMIN / DF and RMSEA have met the cut-

off value. Therefore the SEM model in this study is

suitable and feasible to use, so that interpretation can

be carried out for further discussion.

4.4 SEM Analysis Structural

In this structural model, 5 hypotheses of

relationships between variables (direct efect) are

tested. The following is presented in full the results

of testing the relationship between research variables

as follows:

Table 3: Structural Modeling of SEM: Direct Effect

Corelation

between

variables

Coeff. P-value Conclusion

Customer

Value (CV)

towards

Customer

Satisfaction

(KP)

0,232 0,000 Significant

Experiential

Marketing

(EM) towards

Customer

Satisfaction

(KP)

0,837 0,000 Significant

UNICEES 2018 - Unimed International Conference on Economics Education and Social Science

770

Customer

Value (CV)

towards

Customer

Loyalty (LP)

0,121 0,029 Significant

Experiential

Marketing

(EM) towards

Customer

Loyalty (LP)

0,434 0,000 Significant

Customer

Satisfaction

(KP) towards

Customer

Loyalty (LP)

0,570 0,000 Significant

Source: Primary Data Processed, 2018

Graphically presented as follows:

Figure 1: Structural Modeling of SEM: Direct Effect

In Table 3 it can be seen that the greatest weight

for total effect is the effect of Relationship

Marketing (RM) on Customer Satisfaction (KN)

with a weight of 0.527. Besides testing the direct

effect, SEM is also known as indirect effect. Indirect

influence is the result of multiplying 2 (two) direct

influences. Indirect influence is significant if the two

direct influences that make it up are significant. The

following is presented the results of indirect

influence.

Table 4: Structural Modeling of SEM: Indirect

Effect

Indirect

Effect

Coeff. Direct

Effect

Coeff.

Indirec

t Effect

score

(P-

Value

)

Con.

Customer

Value (CV)

towards

Customer

Loyalty

(LP)

through

Customer

Satisfaction

(KP)

→

KP =

0,23

→

LP =

0,57

0,132 0,000

Sign

if-

icant

Experientia

l Marketing

(EM)

towards

Customer

Loyalty

(LP)

through

Customer

Satisfaction

(KP)

→

KP =

0,83

→

LP =

0,57

0,477 0,000

Sign

if-

icant

Source: Primary Data Processed, 2018

5 RESULTS

5.1 Direct Effect between Customer

Value and Customer Satisfaction

The results of the analysis of customer value found

that customer value has a significant influence on

customer satisfaction, which means that the higher

the customer value, the higher customer satisfaction.

Based on the results of data processing it is known

that the value of Critical Ratio (CR) influence

between customer value variables on customer

satisfaction is equal to 3.388 with a Probability (P)

of 0.000. The results of these two values provide

information that the effect of customer value

variables on customer satisfaction can be accepted,

because it meets the requirements above 1.96 for

Critical Ratio (CR) and below 0.05 for Probability

(P), thus it can be said that these findings can be

accepted.

This research also supports previous studies

conducted by Vedadi et al. (2013) The Effect of

Customer Value and Satisfaction on Customer

Loyalty: The Moderating Role of Ethical Reputation

to visitors to the Tehran Heart Center hospital in

Iran. The results of the study show that customer

value significantly influences customer satisfaction.

Effect of Customer Value and Experiential Marketing to Customer Loyalty with Customer Satisfaction as Intervening Variable: Case Study

on Go-Jek Makassar Consumers

771

5.2 Direct Effect between Experiential

Marketing and Customer

Satisfaction

The results of the analysis of experiential marketing

found that experiential marketing has a significant

influence on customer satisfaction, which means that

the higher the experiential marketing, the higher

customer satisfaction. Based on the results of data

processing it is known that the value of Critical

Ratio (CR) influence between experiential marketing

variables on customer satisfaction is 9,157 with a

Probability (P) value of 0,000. The results of these

two values provide information that the influence of

experiential marketing variables on customer

satisfaction can be accepted, because it meets the

requirements above 1.96 for Critical Ratio (CR) and

below 0.05 for Probability (P), thus it can be said

that the findings of this study acceptable.

This research also supports previous studies

conducted by Kusumawati (2011) about analyzing

the influence of experiential marketing on customer

satisfaction and loyalty: the case of Hypermart

Malang Town Square (MATOS). Ekoputra et al.

(2015) conducted a study of The Effect of

Experimental Marketing on Customer Satisfaction

and Loyalty Restaurant 150 Eatery in Bogor, the

results showed that experiential marketing had a

significant effect on customer satisfaction.

5.3 Direct Effect between Customer

Value and Customer Loyalty

The results of the analysis of customer value found

that customer value findings have a significant effect

on customer loyalty, which means that the higher the

customer value, the higher customer loyalty. Based

on the results of data processing it is known that the

value of Critical Ratio (CR) influence between

customer value variables on customer loyalty is

equal to 2.189 with a Probability (P) value of 0.029.

The results of these two values provide information

that the effect of customer value variables on

customer loyalty can be accepted, because it meets

the requirements above 1.96 for Critical Ratio (CR)

and below 0.05 for Probability (P), thus it can be

said that the findings of this study acceptable.

This study also supports previous studies

conducted by Lai et al. (2008) conducted a study of

How Quality, Value, Image, and Satisfaction Create

Loyalty at a Chinese Telecom. The results show that

value has a positive and significant effect on loyalty.

The research conducted by Vedadi et al. (2013) The

Effect of Customer Value and Satisfaction on

Customer Loyalty: The Moderating Role of Ethical

Reputation to visitors to the Tehran Heart Center

hospital in Iran. The results show that customer

value has a positive effect on loyalty.

5.4 Direct Effect between Experiential

Marketing and Customer Loyalty

The results of this analysis of experiential marketing

found that experiential marketing has a significant

influence on customer loyalty, which means that the

higher the experiential marketing, the higher

customer loyalty. Based on the results of data

processing it is known that the value of Critical

Ratio (CR) influence between experiential marketing

variables on customer loyalty is 3.861 with a

Probability (P) value of 0.000. The results of these

two values provide information that the influence of

experiential marketing variables on customer loyalty

is acceptable, because it meets the requirements

above 1.96 for Critical Ratio (CR) and below 0.05

for Probability (P), thus it can be said that the

findings of this study acceptable.

Pham and Huang (2017) conducted a study of

The Impact of Experiential Marketing on

Customers's Experiential Value and Satisfaction: An

Empirical Study in Vietnam Hotel Sector, the results

showed that experiential marketing had a significant

effect on loyalty. Wu and Tseng (2015) conducted a

study of Customer Satisfaction and Loyalty in

Online Shop: An Experiential Marketing Perspective

result showed that experiential marketing had a

positive effect on customer loyalty.

5.5 Direct Effect between Customer

Satisfaction and Customer Loyalty

The results of the analysis of customer satisfaction

found that customer satisfaction has a significant

influence on customer loyalty, which means that the

higher customer satisfaction, the higher customer

loyalty. Based on the results of data processing it is

known that the value of Critical Ratio (CR)

influence between customer loyalty variables on

customer loyalty is equal to 4.645 with a Probability

(P) of 0.000. The results of these two values provide

information that the influence of customer loyalty

variables on customer loyalty can be accepted,

because it meets the requirements above 1.96 for

Critical Ratio (CR) and below 0.05 for Probability

(P), thus it can be said that the findings of this study

acceptable.

Munizu and Hamid (2015) conducted a study of

the Satisfaction and Loyalty Improvement Model on

the Quality of Higher Education Services, the results

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showed that satisfaction had a significant effect on

student loyalty.

5.6 Indirect Effects of Customer Value

on Customer Loyalty through

Customer Satisfaction

If seen from the indirect influence of customer value

on customer satisfaction through customer loyalty,

the indirect influence between customer value and

customer loyalty is 0.232. Given that this indirect

influence is formed by two direct influences, namely

the direct influence of customer value and customer

satisfaction, and the direct effect of customer

satisfaction and customer loyalty, where both

influences are significant, it can also be explained

that the indirect influence is significant. This

indicates the indirect influence of customer value

and customer loyalty through customer satisfaction.

The research conducted by Vedadi et al. (2013)

The Effect of Customer Value and Satisfaction on

Customer Loyalty: The Moderating Role of Ethical

Reputation to visitors to the Tehran Heart Center

hospital in Iran. The results show that customer

value has a positive effect on customer satisfaction

and loyalty. The meaning of this finding is that

customer value indirectly has an influence on

customer loyalty through customer satisfaction in

GO-JEK online service users.

5.7 Indirect Effect of Experiential

Marketing on Customer Loyalty

through Customer Satisfaction

When viewed from the indirect influence of

experiential marketing on customer loyalty through

customer satisfaction, there is an indirect influence

between experiential marketing on customer loyalty

of 0.363. Since these indirect effects are formed by

two direct influences, namely the direct influence of

experiential marketing on customer satisfaction, and

the direct influence of customer satisfaction and

customer loyalty, where both direct effects are

significant, it can also be explained that the indirect

influence is significant.

Kusumawati (2011) conducted a study of the

effect of the analysis of the effect of Experiential

Marketing on customer satisfaction and loyalty: the

case of Hypermart Malang Town Square (MATOS).

The results showed that experiential marketing had a

positive and significant effect on customer loyalty.

The meaning of these findings is that indirectly

experiential marketing has an influence on customer

loyalty through customer satisfaction on GO-JEK

online service users.

6 CONCLUSIONS

6.1 Finding

Based on the background, formulation of the

problem, the purpose of research, theoretical studies,

empirical studies, hypotheses, and test results, it can

be summarized as follows:

1) Customer value has a significant effect on

customer satisfaction. Where the better

customer value provided by GO-JEK online

transportation service providers will increase

customer satisfaction

2) Experiential marketing has a significant effect

on customer satisfaction. Where the better

experiential marketing provided by GO-JEK

online transportation service providers will

increase customer satisfaction

3) Customer value has a significant effect on

customer loyalty. Where the higher customer

value provided by GO-JEK online

transportation service providers will increase

loyalty so that it will have an impact on the

low level of customer turnover (churn) to other

brands or competitors.

4) Experiential marketing has a significant effect

on customer loyalty. Where the higher

experiential marketing provided by GO-JEK

online transportation service providers will

increase loyalty so that it will have an impact

on the low level of customer turnover (churn)

to other brands or competitors.

5) Customer satisfaction has a significant effect

on customer loyalty, which means, if the level

of customer satisfaction is high it will have an

impact on loyalty. Likewise, vice versa, if the

satisfaction level is low, it will result in a low

customer turnover (churn) to another brand or

competitor.

6) Customer value has a significant effect on

customer loyalty through customer

satisfaction, which means that the higher

customer value, will affect the high customer

loyalty through customer satisfaction. This

finding is in accordance with the customer

value concept.

7) Experiential marketing has a significant effect

on customer loyalty through customer

satisfaction, which means that the higher

experiential marketing will affect the high

customer loyalty through customer

satisfaction. This finding is in accordance with

the concept of experiential marketing.

Effect of Customer Value and Experiential Marketing to Customer Loyalty with Customer Satisfaction as Intervening Variable: Case Study

on Go-Jek Makassar Consumers

773

6.2 Recommendation

This research still has limitations so it still needs

to be improved. Suggestions that can be submitted

for further research, as follows:

1) GO-JEK online transportation service

providers in Makassar should maintain

customer value and experiential marketing that

exist today and need to be upgraded to the

latest features of the application, innovate,

provide attractive promos to customers, and

improve service systems to make customers

more satisfied and not move to competing

brands.

2) The GO-JEK online transportation service

provider in Makassar city should give special

awards to customers who have long used

transportation facilities so that they are more

loyal and recommend to those around them to

become customers of this transportation

service provider.

3) For the future, it would be better if research

was conducted on other variables that were

thought to have an influence on customer

satisfaction and customer loyalty in GO-JEK

transport users in Makassar so that companies

could make improvements to further increase

customer satisfaction and loyalty.

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