PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN MAHASISWA PENGGUNA OVO DI UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG

FERNANDA, PUTRI and Nofiawati, Nofiawati and Nailis, Welly (2022) PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN MAHASISWA PENGGUNA OVO DI UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

OVO is a digital platform that is engaged in digital payment services, service companies need a strategy to attract consumers. One of the marketing methods that can be used to influence consumer emotions is experiential marketing. This study aims to determine how the influence of experiential marketing is mapped in the dimensions of sense, feel, think, act and relate. The method used is multiple linear regression, t-test, and F test. Data collection was used by the questionnaire that was distributed to 100 respondents and processed using SPSS data processing software. The results of this study indicate that there is an effect of Experiential Marketing on OVO User satisfaction simultaneously and partially. Furthermore, it is known that the most dominant dimension affects OVO user satisfaction

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	sense, feel, think, act and relate.
Subjects:	H Social Sciences > HF Commerce > HF5549-5549.5 Personnel management. Employment management
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Putri Fernanda
Date Deposited:	26 Apr 2022 04:37
Last Modified:	26 Apr 2022 04:38
URI:	http://repository.unsri.ac.id/id/eprint/69613

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