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All Journal E-Jurnal Manajemen Universitas Udayana
Dewa Heri Gowinda
Fakultas Ekonomi dan Bisnis Universitas Udayana
Decision Sciences, Operations Research & Management

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Pengaruh Experiential Marketing terhadap Experiential Value pada Pengguna Smartphone Dewa Heri Gowinda; Wayan Sri Suprapti
E-Jurnal Manajemen Vol 3 No 8 (2014)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

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Abstract

Smartphone is a mobile phone that is very popular with consumers . This leads to intense competition in the smartphone industry . Intense competition is forcing companies to innovate and devise strategies to instill positive experiential value . This study aims to determine the effect of experiential marketing indicator that sense experience, feel experience , think experience , act experience , relate experience on experiential value on the smartphone users in the city of Denpasar . Respondents used are 100 people with non-probability sampling method sampling . Engineering analysis is a multiple linear regression analysis . Based on the analysis , it is known that the five indicators of experiential marketing significantly influence the experiential value on the smartphone users in the city of Denpasar
Co-Authors Ni Wayan Sri Suprapti