CONCURRENCY OF THE EXPERIENTIAL MARKETING MODEL TO CREATE CUSTOMER SATISFACTION
Abstract
We have surveyed 100 residents of the Royal Sentul Park Apartments, Bogor, West Java, Indonesia. Respondent characteristics based on gender and age in this survey period were dominated by 57% of men and the age of range betwwen 17-55 years old. Respondent’s education level is dominated by D3/S-1, women at 51% and men at 45%. Primary data was obtained by distributing hardcopy questionnaires and Google forms utilized a Likert scale. The Puspose of this research is analyzing Experiential Marketing in creating Customer Satisfaction through Celebrity Endorsements and WOM. Analysis of model equations uses path analysis. The results of the analysis show that the role of Experiential Marketing in creating Consumer Satisfaction has a positive influence both directly and indirectly through Celebrity Endorsement and WOM variables. Celebrity endorsement and WOM are important in advertising to build product recognition, especially for Royal Sentul Park apartments, and also in understanding the functions and characteristics of apartment products for consumers. An endorser is selected from a reference group who is considered to have the ability to act as a role model for the target market and also act as a provider of information, he/she communicates the features or facilities of the benefit value of the apartment product through media technology applications. The role that creates emotional feelings towards an apartment product for consumers in creating pleasant experiences is celebrity endorsement variable. The role that create positive value opinions for apartment products is WOM by utilizing buzzers and social media technology.
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