Analisis Pengaruh Experiential Marketing, Emotional Branding, dan Service Quality terhadap Kepuasan Konsumen Uniqlo Store Ciputra World Mall Surabaya

Abstract

This study aimed to determine whether experimental marketing, emotional branding, and service quality variables have a partial and simultaneous influence on customer satisfaction at the Uniqlo store Ciputra World Mall Surabaya. Determination of the sample of respondents in this study using purposive sampling with 100 respondents with data collection techniques using Google form and then using the SPSS 25 automatic data analysis software. The results of this study indicate that: (1) emotional branding and service quality simultaneously have a positive and significant effect on customer satisfaction at Uniqlo store Ciputra World Mall Surabaya. While experimental marketing has a positive but not significant effect on consumer satisfaction at Uniqlo store Ciputra World Mall Surabaya; (2) experimental marketing has a partial but not significant positive effect on customer satisfaction at Uniqlo store Ciputra World Mall Surabaya; (3) emotional branding has a positive and significant effect partially on customer satisfaction at Uniqlo store ciputra world mall Surabaya; (4) service quality has a partially positive and significant effect on customer satisfaction at Uniqlo store Ciputra World Mall Surabaya.

 Keywords: Experimental Marketing, Emotional Branding, Service Quality, Consumer Satisfaction