PENGARUH EXPERENTIAL MARKETING TERHADAP KEPUASAN KONSUMEN DAN NIAT REKOMENDASI BERKUNJUNG DI TAHOMA GAME VR CAFE, DENPASAR.
Keywords:
experential marketing, sense, feel, think, act , relate, kepuasan konsumen, niat rekomendasiAbstract
Penelitian ini bertujuan menguji pengaruh pemasaran berbasi pengalaman terhadap kepuasan pelanggan yang juga akan mempengaruhi niat rekomendasi pada calon pelanggan di Tahoma VR Game Cafe Denpasar. Responden dari penelitian ini sebanyak 100 orang dengan menggunakan metode convenience sampling menggunakan kuisioner yang dibagikan langsung serta dianalisis menggunakan regresi sederhana dan berganda menggunakan bantuan SPSS versi 23. Penelitian ini memperoleh hasil bahwa pemasaran berbasis pengalaman yang dapat diidentifikasi secara spesifik menggunakan variabel yaitu sense, feel, think, act, dan relate memiliki pengaruh lebih kuat dan lebih lemah. Penelitian ini menunjukkan bahwa variabel think tidak memiliki pengaruh signifikan pada kepuasan pelanggan, sedangkan variabel relate memiliki pengaruh paling signifikan. Untuk variabel kepuasan konsumen memiliki pengaruh signifikan terhadap niat rekomendasi konsumen.
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