PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN NIAT BERPERILAKU (Studi pada Flamingo Bali Family Beach Club)

Abstrak

This study was conducted to analyze the influence of experiential marketing consisting of sensory, affective, cognitive-creative experiences, lifestyles and experiences related to culture on the satisfaction and intention of behavior of visitors. The research was conducted at the Flamingo Bali family tourist spot family beach club in Saba Beach, Gianyar. The sample of this study was domestic visitors who came to the Flamingo Bali family beach club around May-June 2021. The sample determination used was a purposive sampling method of 88 people and used descriptive analysis and the Partial Least Square (PLS) method. The likert scale was used to obtain data and measure the indicators of this study. The results of the study answered the four hypotheses proposed, namely; experiential marketing has a positive influence on satisfaction and behavioral intention; satisfaction has a positive influence on the intention to behave. The results also showed that satisfaction plays an important role in influencing visitors' behavior intentions. This research has important implications related to aspects that affect visitor satisfaction such as: playground facilities for children's playgrounds, food and beverage displays and waiter services make visitors willing to give a positive word of mouth, tell their experiences during their visit and invite friends or relatives to come back.