PENGARUH EXPERIENTAL MARKETING, BONUS PACK DAN BRAND IMAGE TERHADAP CUSTOMER SATISFACTION MATAHARI DEPARTEMENT STORE MATOS MALANG (Studi Kasus Mahasiswa FEB Unisma Tahun 2016)

Abstract

ABSTRACT

This study aims to examine and analyze the effect of experiential marketing, bonus packs and brand image on customer satisfaction. Matahari Matos, a case study of Feb Unisma students, class of 2016. This type of research is quantitative research. The population used was the 2016 FEB Unisma students who had shopped at Matahari Matos Samples were 70 by using certain criteria (purposive sampling). Data collection in this study through a questionnaire. Data analysis in the study used the help of SPSS version 20. Testing of data applications used in this study included instrument test analysis, Normality Test, Classical Assumption Test, Multiple Linear Regression Analysis Test, Determination Coefficient Test (Adjusted R2), Hypothesis Test.

The results of the analysis show that Experiential Marketing, Bonus Pack and Brand Image have a significant positive effect on customer satisfaction, Experiential Marketing has a significant effect on customer satisfaction, Bonus Pack has a significant effect on customer satisfaction, and Brand Image has a significant effect on customer satisfaction at Matahari Department Store customers.

 

Keywords: Experiental Marketing, Bonus Pack, Brand Image, and, Customer Satisfaction