The effect of experiential marketing on consumer satisfaction and behavioral intentions
Keywords:
behavioral intention, consumer, experiential marketing, partial least square, satisfactionAbstract
This research was conducted to analyze the effect of experiential marketing on consumer satisfaction and visitor behavior intentions. The research was conducted at the One-Stop Entertainment Center Atlas Beach Fest Canggu, Bali. The sample for this study was visitors to the One-Stop Entertainment Center Atlas Beach Fest Canggu, Bali around June-October 2022. The sample used was a purposive sampling method of 100 people and used descriptive analysis and the Partial Least Square (PLS) method. The results of the research answer the two hypotheses proposed, namely; experiential marketing has a positive influence on satisfaction (satisfaction), experiential marketing has a positive influence on behavioral intention (behavioral intention). This study has important implications related to aspects that affect visitor satisfaction such as: playground facilities for children, display of food and drinks and waiter service making visitors willing to give positive word of mouth, telling their experiences during their visit and inviting friends to come back.
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