PENGARUH EXPERIENTIAL MARKETING TERHADAP CUSTOMER SATISFACTION PADA EVENT SPORTS TOURISM PROLIGA 2023 DI KOTA PALEMBANG

Apriansya, Humairah Ella (2023) PENGARUH EXPERIENTIAL MARKETING TERHADAP CUSTOMER SATISFACTION PADA EVENT SPORTS TOURISM PROLIGA 2023 DI KOTA PALEMBANG. Other thesis, Politeknik Negeri Sriwijaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing terhadap customer satisfaction pada event sports tourism Proliga 2023 di Kota Palembang. Adapun variabel dari experiential marketing terdiri dari sense, feel, think, act dan relate. Jenis penelitian ini yaitu penelitian explanatory research dengan pendekatan kuantitatif. Sampel yang digunakan sebanyak 100 responden dengan teknik nonprobability sampling. Teknik analisis data yang digunakan adalah teknik analisis statistik dengan menggunakan Sofware IBM SPSS versi 26. Setelah data terkumpul, data akan diolah, dan diuji dengan menggunakan uji validitas, uji reliabilitas, uji parsial (uji t), uji simultan (uji F), koefisien korelasi, koefisien determinasi, serta analisis linear berganda. Hasil penelitian ini menunjukkan bahwa secara parsial, tiga dari lima variabel experiential marketing yaitu think, act dan relate berpengaruh signifikan terhadap customer satisfaction pada event sports tourism Proliga 2023 di Kota Palembang dengan nilai thitung think (3,041), act (4,508), dan relate (4,333) > ttabel (1,985). Kemudian berdasarkan uji F menunjukkan bahwa secara simultan experiential marketing berpengaruh sangat kuat terhadap customer satisfaction pada event sports tourism Proliga 2023 di Kota Palembang dengan nilai Fhitung (144,228) > Ftabel (2,31) dengan tingkat Signifikan (0,000) < α (0,05).

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Experiential Marketing, Customer Satisfaction, Event Sports Tourism
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HG Finance
Divisions:	Business Management > Undergraduate Theses
Depositing User:	Mr Bambang Anthony
Date Deposited:	13 Feb 2024 04:22
Last Modified:	13 Feb 2024 04:22
URI:	http://eprints.polsri.ac.id/id/eprint/14433

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