PENGARUH EXPERIENTIAL MARKETING DAN CITRA MEREK TERHADAP KEPUASAN PENUMPANG KERETA API BISNIS

Abstract

Abstract. The changes of railway management began in 2009 have brought many
impact on train service both long distance train or commuter. These changes have an
impact on the experience felt by passengers when using the train. And the image of the
train has also changes executives, business or economics train. The changes made will
have an influence on consumer satisfaction. Therefore, it is interesting to do research
with the theme of experiential marketing and brand image to satisfaction of train
passenger on the railway business, especially in Java. Number of samples in this study
consist of 400 respondents, with a simple random sampling. The results of reliability
and validity testing on instrument it is reliable and valid. There are three hypotheses
tested, using structural equation modeling. The results of hypothesis test shows that the
brand image of the train has no effect on passenger satisfaction, while experiential
marketing test has an effect on passenger satisfaction of railway business.