PENGARUH EXPERIENTIAL MARKETING DANPERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN DHL DI CABANG PANCORAN
This study aims are to describe clearly about experiential marketing, perceived price and Customer Loyality DHL on service point Pancoran, to test the influence of experiential marketing on customer loyality, to test the influence of perceived price on customer loyality, to test the simultaneously the influence between experiential marketing and perceived price to customer loyality. Population of the research is DHL customer on Service Point Pancoran. The method of sampling is nonprobability. While part of nonprobability sampling used was convenience sampling.The research was carried out quantitatively, descriptive and causal research design. The results shows the experiential marketing and customer loyality significantly, and perceived price and customer loyalty are also significantly influence. The results of F test simultaneously indicates experiential marketing and perceived priceinfluencing significantly to customer loyality. And the result of determination analysis in this study shows the variations in the value of customer loyalty that is described in the variable experiential marketing and perceived price.
Keywords: experiential marketing, perceived price,customer loyality
Articles in Jurnal Riset Manajemen Sains Indonesia are Open Access articles published under the Creative Commons CC BY-NC-SA License. This license permits use, distribution and reproduction in any medium for non-commercial purposes only, provided the original work and source is properly cited. Any derivative of the original must be distributed under the same license as the original.