Track: Case Studies

Abstract

This study aims to determine the effect of experiential marketing on customer satisfaction for Wings Air users in the city of Namlea. This research is quantitative. The research location in this paper is located in Namlea, the object in this study is the one using the Wings Airplane. Meanwhile, the author uses the research time to obtain the data needed is 2 (two) months. The data sources in this study consist of primary data sources and secondary data sources. Data collection techniques in this study consisted of interviews and questionnaires. The data analysis technique in this study uses simple regression analysis. The results showed that experimental marketing was proven to have a positive and significant effect on customer satisfaction of Wings Air in Namlea City. The findings of this study prove that experimental marketing is increasing or getting better, so the customer satisfaction level of Wings Air airline users in the city of Namlea will also increase. Thus, it can be justified that the increase in external marketing will increase customer satisfaction for users of Wings Air in the city of Namlea.