Pengaruh Dimensi Experiential Marketing Terhadap Kepuasan Pengunjung (Studi Kasus Pada Taman Rekreasi Tlogomas Malang)

Abstract

Abstract
The purpose of this research is to examine the effect of experiential marketing dimension (sense, feel, think, act, relate) to visitor satisfaction at Tlogomas Recreation Park Malang. The population in this research is visitor of Tlogomas Malang Recreation Park. This research consist of dependent variable that is consumer satisfaction (Y) and five experiential independent variable of marketing consist of sense (X1), feel (X2), think (X3), act (X4) and relate (X5). Sampling technique in research This using accidental sampling technique with the number of respondents as much as 96.
There are two hypotheses in this study, simultaneously experiential marketing varabel (sense, feel, think, act, relate) have a significant effect on visitor satisfaction. Then partially there are two variables that have no significant effect, namely variable sense and relate. . But the other three varables of feel, think, and act have an effect on significantly to visitor's satisfaction at Tlogomas Malang Recreation Park. With value R2 equal to 63,7%, while equal to 36,3% influenced by other factors that can influence visitor satisfaction.

Keywords: Sense, Feel, Think, Act, Relate and Visitor Satisfaction