THE IMPACT OF PRODUCT QUALITY WITH CONSUMER SATISFACTION IN EXPERIENTIAL MARKETING STRATEGIES

Titin, Titin and ARDINI, LILIS (2023) THE IMPACT OF PRODUCT QUALITY WITH CONSUMER SATISFACTION IN EXPERIENTIAL MARKETING STRATEGIES. International Conference on Business & Social Sciences (ICOBUSS). pp. 1054-1063. ISSN 2746-5667

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Abstract

Business growth and development is an important concern for entrepreneurs. A goods or service business needs a strategy to keep customers satisfied. This study aims to determine the effect of product quality on customer satisfaction in experiential marketing strategies at Coffee House Lamongan Ltd. This type of research is quantitative research. The samples taken in this study were 60 respondents. This study uses the Structural Equation Model (SEM) analysis method, SPSS. Based on the calculation of the validity test, reliability test, regression weights, squared Multiple Correlation, it is known that product quality affects customer satisfaction, experiential marketing dimensions consisting of sense, feel, think, act, relate moderate the impact of product quality on customer satisfaction, and experiential marketing affects customer satisfaction. Keywords: Experiential Marketing, Product Quality and Customer Satisfaction

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