PENGARUH EXPERIENTIAL MARKETING, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN

Abstract

Recently, the competition among companies is very tight. Therefore, the company management gives its effort to provide creative marketing plan by providing the best service and product orientation creation to meet the customers wants and needs. This research aimed to examine the effect of experiential marketing, product and service quality on customers statisfaction of PT. Mitra Pinasthika Mustika, Surabaya. While, the population was all consumers of Honda dealer PT. Mitra Pinasthika Mustika, Surabaya. Moreover, the data collection technique used non probability sampling with accidental sampling as its technique. In line with, there were 100 respondents, whinch had been collected based on criteria given. Furthermore, the instrument used questionnaires. In addition, the data analysis technique used multiple linear regression with SPSS version 20. This research result concluded that the result of experiential marketing and product quality had significant and positive effect on the customers statisfaction. On the other hand, service quality had positive, but insignificant effect on the customers statisfaction.
Keywords: experiential marketing, product quality, service quality, customers statisfaction