Analisis Pengaruh Experiential Marketing Terhadap Tingkat Kepuasan Peserta Sports Event Jakabaring Wonderful Run Palembang
DOI:
https://doi.org/10.33649/pusaka.v2i2.32Keywords:
Experiential Marketing, Sense, Feel, Think, Act, Relate, Sports Event, Kepuasan PelangganAbstract
Penelitian dilakukan untuk mengidentifikasi pengaruh experiential marketing terhadap tingkat kepuasan peserta sports event Jakabaring Wonderful Run di Palembang. Experiential marketing terdiri atas variabel sense, feel, think, act dan relate. Pengumpulan data melalui kuesioner dan observasi. Analisis data penelitian menggunakan analisis regresi linier berganda, secara simultan dan parsial. Penelitian pada 300 responden menghasilkan bahwa secara simultan, experiential marketing berpengaruh sangat kuat terhadap tingkat kepuasan peserta sports event. Sedangkan secara parsial, penelitian menunjukkan variabel sense, feel, dan act berpengaruh signifikan terhadap tingkat kepuasan peserta sports event, dengan variabel act adalh variabel dominan.
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