Pengaruh Experiential Marketing terhadap Experiential Value pada Pengguna Smartphone
| Main Authors: | Gowinda, Dewa Heri; Fakultas Ekonomi dan Bisnis Universitas Udayana, Suprapti, Wayan Sri; Fakultas Ekonomi dan Bisnis Universitas Udayana |
|---|---|
| Format: | Article application/pdf eJournal |
| Bahasa: | ind |
| Terbitan: |
Jurusan Manajemen Fakultas Ekonomi Universitas Udayana
, 2014
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| Subjects: | |
| Online Access: |
http://ojs.unud.ac.id/index.php/Manajemen/article/view/8707 |
Daftar Isi:
- 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