Pengaruh Social Experience, Seductive Experience, Recreational Experience, dan Satisfaction terhadap Loyalty Pengunjung Mal di Kota Medan
Abstract
Pertumbuhan e-commerce yang pesat pasca pandemi Covid-19 telah mengubah perilaku konsumen dan menjadi tantangan bagi
pusat perbelanjaan modern seperti mal. Meski demikian, mal tetap memiliki daya tarik sebagai ruang publik yang menawarkan
pengalaman sosial, rekreasi, dan kepuasan emosional. Penelitian ini bertujuan untuk menganalisis pengaruh social experience,
seductive experience, recreational experience, satisfaction terhadap loyalitas pengunjung mal di Kota Medan. Penelitian ini
menggunakan kuesioner daring melalui media sosial kepada 120 responden yang rutin mengunjugi mal. Data dalam penelitian
ini dianalisis dengan bantuan IBM SPSS 27 melalui uji validitas, reliabilitas, serta regresi linier berganda. Temuan dari
penelitian ini mengungkapkan bahwa keempat variabel memiliki pengaruh positif dan signfiikan terhadap loyalitas pengunjung.
kata kunci: Social Experience, Seductive Experience, Recreational Experience, Satisfaction, Loyalty
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