Pengaruh Experiential Marketing, Service Quality, Brand Image, Price, dan Customer Expectations Terhadap Customer Satisfaction pada Bioskop XXI Gresik
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study aims to analyze the influence of experiential marketing, service quality, brand image, price, and customer expectations on customer satisfaction at XXI Cinema Gresik. The research method used is a quantitative approach by distributing questionnaires to 240 respondents. The results show that the variables of experiential marketing, service quality, price, and customer expectations have a significant influence on customer satisfaction while the brand image variable does not have a significant effect on customer satisfaction. In conclusion, companies are advised to improve service quality and experience-based marketing strategies.
Authors: Rohdlotul Aisy Rofidah, Wenti Krisnawati
Institution: Universitas Muhammadiyah Gresik
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4405544298