Experiential Marketing Effect Analysis Against Consumer Satisfaction (Tokopedia)
Achmad Rizal Sumarwoko, Ratih Hurriyati, Henny Hendrayati

Management, Post Graduate School, Indonesia University Of Education, Bandung, Indonesia

Abstract

This study aims to analyze the effect of Experiential Marketing on Tokopedia consumer satisfaction. The technique used in this research is non-probability sampling with purposive sampling method. Data collection techniques in this study used a questionnaire distributed to 104 respondents. Analysis of the data used is the analysis of the f test, t test, and multiple linear regression analysis. Based on the results of the t test, it can be seen that t_count is on the Experiential Marketing variable. 8,235 > t_table 1,983 with probability t is sig < 0.05 for the satisfaction variable. Based on the results of the F test, the value of F_(count>) F_table is 67.812 > 3.93 by showing that Experiential Marketing has a positive and significant effect on the satisfaction variable. Adjusted R Square value obtained by 0.393 or 39.3% can be explained by Experiential Marketing and the remaining 60.7% is influenced by other factors not explained in this study.

Keywords: Experiential Marketing, Consumer Satisfaction

Topic: Marketing Management