THE EFFECTS OF EXPERIENTIAL MARKETING AND EXPERIENTIAL VALUE ON CUSTOMER SATISFACTION IN GELARE CAFÉ IN SURABAYA

Abstract

This study aimed to analyze the effect of experiential marketing and experiential value on customer satisfacton at Gelare Café in Surabaya. The observed sample includes 200 respondents and the sampling method used is judgmental sampling. The analysis tool employed in this study is Structural Equation Modeling (SEM). Results of the study show that experiential marketing and experiential value has significant effects on customer satisfaction in Gelare Café Surabaya. Thus it can be concluded that increase or improvement in experiential marketing can increase or improve experiential value, and significantly affects customer satisfaction .