Abstrak 
The Effect Of Experiential Marketing And Customer Satisfaction To The Loyalty Of Digital Magazine Reader (Case Study of MALE Digital Magazine )
Muhammad Dedy, Diana Sari, Meydia Hasan
Universitas Padjadjaran, Conference Proceedings Sustainable Research and Innovation 19th-21th February 2014 )The International Research Conference On Quality, Innovation And Knowledge Managemement 11th ) Universitas Padjadjaran, Monash University
Bahasa Inggris
Universitas Padjadjaran, Conference Proceedings Sustainable Research and Innovation 19th-21th February 2014 )The International Research Conference On Quality, Innovation And Knowledge Managemement 11th ) Universitas Padjadjaran, Monash University
Act (habit), customer loyalty, experiential marketing, Feel (feeling), Relate (linkage), Sense (five senses), Think (way of thinking)
In this modern era, human life can not be separated from media. Mass media has been developed rapidly in order to satisfy the needs of the user from an era to another. Along with rapid development of the Internet nowadays, the era of print media are now starting to be displaced by digital media or online. Innovation in the form of transformation from print magazines into digital form / online is an interesting phenomenon. Experiential Marketing provides a unique and new experience to customers. This concept seeks to present a unique experience, a new , positive and memorable to customers. MALE Magazine is the first interactive digital magazine in Indonesia that provides a new and unique experience for readers of the magazine , especially the people of Indonesia. The purpose of this study is to analyze the effect of each variable on experiential marketing , namely sense, feel , think, act and relate to the satisfaction of the reader and see the implications to the loyalty of MALE Magazine readers. Sample will drawn using purposive sampling method from the downloaders then Structural Equation Modeling (SEM) will be employed to analyze the data.