MEDIATED VARIABLE EXPERIENTAL MARKETING, DIGITAL MARKETING INNOVATION, AND SPAYLATER’S FEATURES OF E-COMMERCE
Asep Effendi
Universitas Sanggabuana YPKP, Bandung, Jawa Barat, Indonesia
Abstract
The research aims to analyze the influence of digital marketing innovation and spaylater features on consumer loyalty and the influence of experiential marketing as variable intervening. The study population was 30 consumers. The sample in the study was Thirty consumer shopee e-commerce users. The data collection techniques used are questionnaires that have been tested for validity and reliability, then tested using path analysis. Based on the results of data analysis generated significant between spaylater features to consumer loyalty but in this study experiential marketing did not mediate significantly to digital innovation, spaylater and consumer loyalty.
Keyword : Digital Marketing, Experiential Marketing, Spaylater Features, Consumer Loyalty