Pengaruh Experiental Marketing dan Brand Image Terhadap Kepuasan Pelanggan Indihome PT. Telkom Akses Medan

Abstract

His study aims to determine "The Effect of Experiential Marketing and Brand Image on Indihome PT. Telkom Customer Satisfaction Access Medan". This type of research is associative. The population in this study were all customers of PT Telkom Medan Access as many as 264 customers using the Slovin formula technique, then the number of samples in this study were 159 respondents taken from a portion of the population. Based on the results of the t test it can be seen that t count on the Experiential Marketing and Brand Image variables is 8.364 and 3.399 > t table is 1.654 with the probability t that is sig < 0.05 for the satisfaction variable. Based on the results of the F test, the calculated F value is 146.257 > 3.05 with sig 0,000 < a 0.05, indicating that Experiential Marketing and Brand Image simultaneously have a positive and significant effect on the satisfaction variable. Adjusted R Square value obtained is 0.664 or 66.4%. Loyalty can be explained by Experiential Marketing and Brand Image. The remaining 33.6 % is influenced by other factors not explained in this study.