PENGARUH EXPERIENTAL MARKETING DAN EXPERIENTAL VALUE TERHADAP CUSTOMER SATISFACTION SAMSUNG GALAXY NOTE (GT-N7000) DI SURABAYA

  • Lucyana Liulianto Jurusan Manajemen Pemasaran Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Experiential marketing, Experiential Value, Customer satisfaction

Abstract

Penelitian ini bertujuan utuk mengetahui dan menganalisis pengaruh experiential marketing dan experiential value terhadap customer satisfaction Samsung Galaxy Note (GT-N7000) di Surabaya. Samsung Galaxy Note (GTN7000) merupakan smartphone yang hadir dengan menawarkan pengalaman penggunaan smartphone yang berbeda bagi pelanggan, dengan mengkombinasikan S pen dan layar sentuh penuh. Penelitian ini menggunakan Structural Equation Modelling (SEM) dengan software LISREL versi 8.7. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non probability sampling dengan jenis convenience sampling. Jumlah sampel dalam penelitian ini adalah sebanyak 150 reponden. Hasil penelitian ini menunjukkan adanya pengaruh experiential marketing terhadap experiential value dan pengaruh experiential value terhadap customer satisfaction. Sedangkan pengaruh experiential marketing terhadap customer satisfaction tidak terbukti.

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Published
2013-09-20
Issue
Vol. 2 No. 2 (2014): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)
Section
Bidang Manajemen (M)

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