The Effect of Experiential Marketing on Customer Satisfaction Through Experiential Value as Intervening of Variables on Xiaomi Smartphone User

DOI

10.2991/aebmr.k.210616.097How to use a DOI?

Keywords

Experential Marketing, Experential Value & Customer Satisfaction

Abstract

This study aims to analyze and prove the effect of experiential marketing on customer satisfaction with experiential value as an intervening variable. In this study, 150 students were active or were still registered at Padang State University and used Xiaomi smartphone brands. The analytical method is used to prove the hypothesis is done by SEM (Structural Equation Model) analysis which is processed with Smart PLS. In accordance with the results of hypothesis testing it was found that experiential marketing had no effect on customer satisfaction with experiential value as an intervening variable on students of Xiaomi brand smartphone users at Padang State University.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Thamrin
AU  - Adrian Rahmana Aresa
PY  - 2021
DA  - 2021/06/17
TI  - The Effect of Experiential Marketing on Customer Satisfaction Through Experiential Value as Intervening of Variables on Xiaomi Smartphone User
BT  - Proceedings of the Sixth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2020)
PB  - Atlantis Press
SP  - 632
EP  - 641
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210616.097
DO  - 10.2991/aebmr.k.210616.097
ID  - 2021
ER  -