ANALYSIS OF EXPERIENTIAL MARKETING ON CUSTOMER SATISFACTION AS AN EFFORT TO IMPROVE BEHAVIOR INTENTION
DOI:
https://doi.org/10.51903/krb9sp39Keywords:
Experiential marketing, customer satisfaction, behavior intentionAbstract
The purpose of the study was to investigate the relationship between experiential marketing, customer satisfaction and consumer behavior intention. The limitation of the study was that it focused on consumers who had made at least two purchases and only 70 questionnaires were returned and valid.
The population is categorized as infinity. Sample collection type accidental sampling. Data analysis with multiple linear regression processed with SEM- Partial Least Square 3.0, to verify the 6 hypotheses proposed. The researcher's findings are indicators of sense (t-count = 3.166 and sig. 0.002), feel (t-count = 2.084 and sig. 0.041), and act (t-count = 3.904 and sig. 0.000), obtained t-count value> t-table 1.667 and sig.calculate <0.05. The results show that sense, feel, and act significantly positively affect customer satisfaction. Another finding, customer satisfaction t-count = 2.446 > t-table 1.667 and sig value. 0.007 <0.05, which shows that customer satisfaction on behavior intention has a significant effect. The results explained that the stronger the customer's trust, the stronger their desire to repurchase.
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