PENGARUH EXPERIENCE MARKETING, CITRA MEREK, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN KERETA API PROBOWANGI KELAS EKONOMI DI DAOP 8 SURABAYA

Abstract

This research aimed to find out the effect of experience marketing, brand image, and service quality on the
customers’ satisfaction with the probowangi train in economy class at daop 8 Surabaya. Moreover, the research
was quantitative. The data collection technique used accidental sampling. In which the sample was based on
determined criteria in the research’s sample selection. In line with that, here were 100 respondents who travelled
using the Probowangi train in economy class. Furthermore, the instrument of the data collection techniques was
a questionnaire. The data analysis technique used multiple analyses with SPSS (Statistical Product And Service
Solution). Additionally, the result showed that experience marketing had a positive and significant effect on the
customers’ satisfaction with the Probowangi train in economy class at Daop 8 Surabaya. Likewise, service quality
had a positive and significant effect on the customers’ satisfaction with the Probowangi train in economy class at
Daop 8 Surabaya. On the other hand, the brand image had an insignificantly positive effect on the customers’
satisfaction with the probowangi train in economy class at Daop 8 Surabaya.