THE IMPACT OF EXPERIENTIAL MARKETING ON CUSTOMER COMMITMENT WITH CUSTOMER SATISFACTION AS MEDIATING VARIABLE AT NUJU COFFEE BANDAR LAMPUNG

The rapid growth of the coffee shop industry in Bandar Lampung has increased competition among businesses, encouraging companies to focus not only on product quality but also on creating meaningful customer experiences. This study aims to analyze the effect of experiential marketing on customer commitment with customer satisfaction as a mediating variable at Nuju Coffee Bandar Lampung. This research uses a quantitative approach with a non probability purposive sampling technique. Data were collected through questionnaires distributed to 180 respondents who had visited and dined in at Nuju Coffee Bandar Lampung within the last three months. The independent variable in this study is experiential marketing, the mediating variable is customer satisfaction, and the dependent variable is customer commitment. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4.0 software. The results show that experiential marketing has a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on customer commitment, and customer satisfaction significantly mediates the effect of experiential marketing on customer commitment. These findings indicate that experiential marketing plays an important role in increasing customer satisfaction and strengthening long term customer commitment in the coffee shop industry. Keywords: experiential marketing, customer satisfaction, customer commitment, Nuju Coffee.