JURNAL MANAJEMEN SOSIAL EKONOMI (DINAMIKA)
p-ISSN : 2808-8786 .
VOL 5.
No.
Oktober 2025, pp.
334 Ae 342 e-ISSN : 2798-1355 .
http://journal.
id/index.
php/dinamika DOI : https://doi.
org/10.
51903/dinamika.
Analysis of Experiential Marketing on Customer Satisfaction as an Effort to Improve Behavior Intention Dewi Widyaningsih1.
Heni Susilowati2 Universitas Sains dan Teknologi Komputer Jl.
Majapahit No.
Pedurungan Kidul.
Kec.
Pedurungan.
Kota Semarang.
Jawa Tengah 50192 Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern Jl.
Diponegoro No.
Dusun I.
Wirogunan.
Kec.
Kartasura.
Kab.
Sukoharjo.
Jawa Tengah 57166 e-mail: 1dewi@stekom.
id, 2heni@stiestekom.
ARTICLE INFO
Article history:
Received 29 September 2025
Recived in revised form 3 Oktober 2025
Accepted 10 Oktober 2025
Available online 30 Oktober 2025
ABSTRACT
The purpose of the study was to investigate the relationship between experiential marketing, customer satisfaction and behavior intention.
The limitation of the study was that it focused on consumers who had made at least two purchases and only 70 questionnaires were returned and valid.
The population is categorized as infinity.
Sample collection type accidental sampling.
Data analysis with multiple linear regression processed with SEM- Partial Least Square 3.
0, to verify the 6 hypotheses proposed.
The researcher's findings are indicators of sense .
-count = 3.
166 and sig.
-count = 2.
084 and sig.
, act .
-count = 904 and sig.
, obtained t-count > 1.
667 and calculate <0.
The results show that sense, feel, and act significantly positively affect customer Another finding, customer satisfaction tcount = 2.
446 and sig value.
007, which shows that customer satisfaction on behavior intention has a significant effect.
The results explained that the stronger the customer's trust, the stronger their desire to repurchase.
Contribution: Assisting marketing strategy decisions, investing appropriately in increasing satisfaction.
Developing a targeted customer journey map, increasing competitiveness through customer experience, thereby creating behavior intentions.
Keywords: Experiential marketing, customer satisfaction, behavior intention.
PENDAHULUAN
Business success in the era of globalization depends on how companies create and implement marketing A company's strategy that can drive customers until they decide to buy a product indicates business Consumer decisions and satisfaction affect business performance, which also impacts company Consumer needs, marketing activities, consumer satisfaction, and company goals are some of the Received 29 September, 2025.
Revised 03 Oktober, 2025.
Accepted 10 Oktober, 2025 p-ISSN : 2808-8786 e-ISSN : 2798-1355 orientations in the marketing concept .
So, trying to produce quality and competitive goods as a marketing strategy needs to be done by companies to remain consistent and grow.
The marketing process not only aims to increase revenue by selling products, but also focuses on the ease of use of the product and the benefits it offers for consumers.
The decision to purchasei a product is not influencediby its featuresi or image.
instead, they want more moving products, communication and emotions generated by advertising, stimulating their minds, and incorporating them into a lifestyle that can provide experiences .
xperiential marketin.
The experience that consumers get is expected to create a pleasant experience, so that they can repurcahe and share the experience of what they receive with others.
Behavior intention according to .
, describes the situation of customers who have loyal goals and attitudes towards products, companies and brands and consciously share their experiences, satisfaction and excellence with others.
According to.
, explaining behavior intentions to accurately predict intentions for future consumer behavior.
Research gap in previous research .
, proves that experiential marketing deliversipositivei results on customer satisfaction.
The research shows that if the company provides the experience in it positively, the company will respond to customer satisfaction.
This statement is reinforced by the theory of Schmitt.
Research from .
, experiential marketingi obtained positive but insignificanti results on consumeri behavioral intentionsi.
Contrary to the resultsiof research byi.
, found experiential marketingisimultaneously has no significant effect oni consumer purchase intention, while act has aipartial impact on consumer purchase intention.
According to .
, experiential marketing: sense, feel and think explain that they have no influence on customer satisfaction.
Meanwhile, act and relate have a positive influence on customer satisfaction, this finding is supported by .
Trust is the foundation of business, and the greater consumer trust a company has, the more likely it is that the company will achieve a higher level of success.
Building consumer trust through honesty, awareness, skills, and results takes a long time.
The results of research by .
, explain that trust is a determining factor in a person's behavioral The trust of someone using the product increases the desire to buy intentions.
These findings are reinforced by .
, that trust is the basis for relationship success.
It is explained that the decrease or increase in customers is influenced by customer trust in the company.
Based on studies from .
, their findings conclude that the relationship between experiential marketing .
ense, feel, think, act, and relatio.
and customer satisfaction can be formed as an indirect relationship.
Research by .
, shows that customer satisfaction and perceived value have a positive influence on customer behavioral intentions.
It can be explained that customer satisfaction affects behaviors such as loyalty, repurchase intentions, and recommendations.
When satisfied with a product or service, customers tend to show a positive response.
In contrast to .
findings, which explain customer satisfaction has no effect on customer behavior.
This means that even though customers are satisfied with the service and product, this satisfaction has not been able to encourage interest in customer behavior or stimulate their desire to use the product repeatedly.
These findings are supported by .
, explaining that the trust level variable has an insignificant relationship with consumer behavior intentions.
Consumers who are satisfied with a product or service will become loyal to the company.
This bond allows companies to understand customer expectations to increase their satisfaction.
Companies that do not satisfy their customers will face complex problems.
Based on the research problem, it is known that the problems of business competition, customer satisfaction and existence to improve business performance are unstoppable forces, so a strategic response is needed, namely the right and effective marketing strategy through experiential marketing.
Through the research gap, the purpose of this study is to determine the strategic results of the influence of experiential marketing on customer satisfaction and behavior intention of products and services.
A case study was conducted on consumers of bakery located in Salatiga.
Indonesia.
The study was limited to consumers who had made a purchase at the store and only 70 questionnaires returned.
TINJAUAN PUSTAKA
Experiential Marketing Experiential marketing is the core of companies building sustainable relationships with their customers.
According to .
, explains experiential marketing is a method of creating experiences that customers will feel when using a product or service.
It engages the senses, evokes an emotional response .
, stimulates creative thinking .
, connects with physical behavior and lifestyle .
, and fosters interaction with Analysis of Experiential Marketing on Customer Satisfaction as an Effort to Improve Behavior Intention (Dewi Widyaningsih, et a.
p-ISSN : 2808-8786 e-ISSN : 2798-1355 others .
Strategic Experiential Modules (SEM.
, as stated by Schmitt dan Rogers, 2008 in .
the structure for experiential marketing including marketing strategies including sense, feel, think, act, and relate.
Customer Satisfaction Level The level of satisfaction is the impression of individual pleasure or disappointment that arises after comparing the estimated product performance with the expected performance .
Individual satisfaction and dissatisfaction are defined as the difference between perceptions or perceived performance and expectations .
Indicators of satisfaction .
, namely: .
conformity to expectations, .
interest in visiting again .
e-purcas.
, .
willingness to recommend.
Behavior Intention According to the American Marketing Association in (Utomo, 2.
, consumer behavior includes thoughts, feelings, and actions taken during the consumption process.
Attitude toward behavior and subjective norms are the main factors of TRA intention .
The following is an overview of the theory of reasoned action (TRA).
Indicators of behavioral intentions .
include: .
willingness to pay more, .
service complaints outside the company, .
service complaints within the company, and .
consumer knowledge and habits.
Hypothesis Development:
The Role of Experiential Marketing in Customer Satisfaction Research .
, found that experiential marketing plays a positive role in customer satisfaction: The better experiential marketing is implemented by a company, the more satisfied its customers will be.
Research by .
, experiential marketing plays a direct role in customer satisfaction.
Research .
, found that experiential sense and feel have a positive relationship with customer satisfaction.
On the other hand, the findings of this study reject the experience of think, act, and relate with customer satisfaction.
Research .
, explains the findings of experiential marketing .
ense, think, feel, act, relat.
have a positive and significant effect on customer satisfaction.
Forming experiences related to social, lifestyle, and cultural contexts, and being able to reflect the brand through the development of sense, feel, think, and act aspects.
Having a pleasant experience in a place that is well received by customers will create satisfaction in their minds.
H1 : Sense positively and significantly influences customer satisfaction.
H2 : Feel has a significant positive effect on customer satisfaction H3 : Think has a significant positive effect on customer satisfaction H4 : Act has a significant positive effect on 'customer satisfaction' H5 : Relate has a significant positive effect on customer satisfaction The Role of Customer Satisfaction on Behavior Intention Consumers who are satisfied with a product or service will become loyal to the company.
This bond allows companies to understand customer expectations to increase their satisfaction.
Companies that do not satisfy their customers will face complex problems.
Research by .
, shows that customer satisfaction and perceived value have a positive influence on customer behavioral intentions.
It can be explained that customer satisfaction affects behaviors such as loyalty, repurchase intentions, and recommendations.
When satisfied with a product or service, customers tend to show a positive H6 : Customer satisfaction has a significant positive effect on behavior intention RESEARCH METHOD Quantitative approach a type of explanatory research is used by researchers, to determine the causal relationship between independent variables .
xperiential marketing: sense, feel, think, act and relat.
and dependent variables .
ustumers satisfaction and behavior intentio.
In the study, the population of all customers who had transacted to buy products at the Dapur Wieda bakery located in the city of Salatiga.
Indonesia.
Where the population is considered to be unknown in exact number, therefore, the population is categorized as infinity.
Research Methods For Business .
, a minimum sample size of 30 to 500 samples is a feasible sample size for quantitative research.
The method of collecting accidental sampling type samples with the following criteria: .
the respondent has made a purchase transaction at least 3 times.
the respondent's age is at least 17 years and over, where objectively the respondent is considered capable of answering and understanding the questionnaire.
From the JURNAL MANAJEMEN SOSIAL EKONOMI (DINAMIKA) Vol.
No.
Oktober 2025, pp.
p-ISSN : 2808-8786 e-ISSN : 2798-1355 sample, there were 70 valid respondents and returned for the research instrument test.
Primary and secondary types of data researchers use, primary data is obtained through the results of filling out individual Meanwhile, secondary data is obtained through literature sources of books and journals related to research.
Data collection techniques through surveys with questionnaire instruments are categorized on a Likert scale .
Multiple linear regression model analysis processed with SEM- Partial Least Square 3.
0, for research tests including convergent validity and discriminant validity.
Structure evaluation model using path coefficient .
Tabel 1.
Operational Definitions of Variable Variable Concept definitions Dimensions Items Experiential marketing:
Sense .
Shop decoration design, .
Scenery inside and outside the store.
Experiential marketing is a method Schmitt dalam .
of creating customer experiences Feel .
Cakes and drinks in the store, through sense, feel, creative .
The comfort of the store atmosphere.
, physical behavior Schmitt in .
, and social interaction Think .
Overcoming problems or complaints .
experienced by consumers, .
A store atmosphere that provides motivation or creative ideas.
Schmitt in .
Act .
the activities offered by the store have a high appeal, .
Increased interaction or social involvement of consumers.
Schmitt in .
Relate .
Store selection reflects preferences or .
Strengthen or expand the network of social relationships.
Schmitt in .
Consumer satisfaction is a .
conformity to expectations judgment in which the perceived .
interest in visiting again .
e-purcas.
experience at least matches or .
willingness to recommend exceeds expectations.
Schmitt dalam tjiptono in .
Consumer behavior is the dynamic .
willingness to pay more interaction between emotions, .
service complaints outside the company cognition, actions, and the .
service complaints within the company environment during the exchange .
consumer knowledge and habits.
process in life.
In short, it involves .
thoughts, feelings, and actions Utomo .
RESULT AND DISCUSSION
Analysis of Experiential Marketing on Customer Satisfaction as an Effort to Improve Behavior Intention (Dewi Widyaningsih, et a.
p-ISSN : 2808-8786 e-ISSN : 2798-1355 The study aims to find strategic results of experiential marketing's influence on custumers satisfaction in increasing behavior intention towards products and services.
The data obtained from 70 respondents studied were female gender 65.
7% and 34.
3% male with an average age of <=20 years as many as 9 respondents, age 20 to <=30 years there were 34 respondents and the remaining age >30 years as many as 27 respondents.
Info about cake shops through friends 18.
6%, family 10%, social media 62.
9% and others 8.
then for purchase intensity data < 5 purchases 22.
9% .
while > 5 purchases 77.
1% .
1 Research Statistics Test Figure.
1 Conceptual Framework Diagram 1 Convergent Validity Validity test are used to measure the validity of each questionnaire.
A loading value of Ou0.
50 - 0.
60 is considered sufficiently necessary for the convergent validity of latent variables (Ghozali & Latan, 2015: .
Table 2.
Data Validity Test
Models Indicator Item
Outer Loading Sense Feel
Think
Act
Relate P10
Customer P11
P12
P13
Behavior intention P14
P15
P16
P17
Source: SEM-PLS 3.
0 Output 2 Reliability Test If the average variance extracted (AVE) instrument> 0.
5, composite reliability> 0.
7 then the instrument is considered reliable variables (Ghozali & Latan, 2015: .
Based on table 4 below, it shows that the variables sense (X.
, feel (X.
, think (X.
, act (X.
and relate (X.
, customer satisfaction and behavior intention have good performance in evaluating the measurement model, because all values meet the requirements Average Variance Extracted (AVE) > 0.
Table 3.
Data Reliability Test
JURNAL MANAJEMEN SOSIAL EKONOMI (DINAMIKA)
Vol.
No.
Oktober 2025, pp.
p-ISSN : 2808-8786 e-ISSN : 2798-1355 Source: SEM-PLS 3.
0 Output 3 Regression Analysis Equation 1 Hypothesis testing to determine the effect between the independent and dependent variables used is the t test .
artial tes.
, by comparing tcount with ttable .
ig level.
Decision: t-count> t table and p-value < 05 then the hypothesis is accepted and significant, t-count < t table and p-value> 0.
05 then the hypothesis is rejected and not significant .
T-count resulting from the bootstrapping test > one tailed t-table, namely Table 4.
Hypothesis Test Equation 1 Source: SEM-PLS 3.
0 Output Equation 2 Based on the Rsquare value explained, which is 10%, customer satsfaction affects behavior intention.
Table 5.
Hypothesis Test Equation 2
Model
t-statistic H6 Customer Satisfaction E Behavior
2,446
Intention Source: SEM-PLS 3.
0 Output P-Value Ao0,007 4 Adjusted Rsquare Test The Rsquare value is explained to be 85%, experiential marketing has an effect on Customer Satisfaction.
Meanwhile, 15% was influenced by other factors.
Then, the Rsquare Customer Satisfaction Value to Behavior Intention is only 8%, the rest is influenced by other factors.
Table 6.
Rsquare test Source: SEM-PLS 3.
0 Output
DISCUSSION
The Role of Experiential Marketing on Customer Satisfaction Based on table 3, the results of experiential marketing with indicators of sense .
-count = 3.
166 and .
, feel .
-count = 2.
084 and sig.
, act .
-count = 3.
904 and sig.
obtained a t-count value Analysis of Experiential Marketing on Customer Satisfaction as an Effort to Improve Behavior Intention (Dewi Widyaningsih, et a.
p-ISSN : 2808-8786 e-ISSN : 2798-1355 > t-table 1.
667 and sig.
calculate value < 0.
These results are explained for sense, feel, act significantly positively affect customer satisfaction, meaning H1.
H2 and H3 are accepted.
The research is in accordance with the findings of .
It can be explained that the results of experiential marketing are getting better through the sense, feel, act created by the company and felt by customers, so customers feel they have high trust.
The better the implementation of experiential marketing both sense, feel and act, the higher the level of customer satisfaction created.
Similar to the research of .
, for think .
-count = 1.
181 and sig.
and relate .
-count = 284 and sig.
there is no effect on the level of trust shown t-count < t-table 1.
667 and sig.
H3 and H4 are rejected.
It is explained that think and relate created by the company have no effect on the level of customer trust.
The Role of Customer Satisfaction on Behavior Intention The results found the tcount value of 2.
446> t-table 1.
667 and the sig.
value calculated 0.
007 < 0.
meaning that there is a significant positive effect of Customer Satisfaction on behavior intention.
So that H6 is accepted.
The research is supported by research by .
The findings explained, the stronger the customer's trust, the more it will directly increase the customer's behavior intention to take repurchase actions and even recommend it to friends and others.
Trust is important in marketing and influences customer purchasing decisions in the public sector.
Trust is necessary for customer knowledge and conclusions, as well as the success of the relationship.
CONCLUSION AND RECOMMENDATION
Conclusion The findings of experiential marketing researchers can explain 86% simultaneously influence the level of trust.
Experiential marketing through sense, feel and act directly has a significant effect on customer Meanwhile, think and relate have no influence.
For customer satisfaction, the results have a significant effect on behavior intention by 10%.
Research limitations, focusing on consumers who have made purchases only 70 questionnaires were filled out and valid.
The urgency to increase customer satisfaction and increase positive behavioral intentions, owners need to create marketing and operational strategies that focus on experiential marketing.
Future research needs to examine other service categories.
Recommendation The research results can be a theoretical reference to utilize the business strategy model in the field of marketing as a stage of sustainable business.
Future research needs to expand certain geographic areas and demographic groups, so as not to limit its generalizability to other regions or populations.
In addition, it is necessary to consider exploring other factors such as the use of digital technology that can affect the variables of customer satisfaction and behavior intention in adjusting the appropriate marketing strategy.
Further research may use a variety of methodologies, such as focus groups and interviews.
REFERENCES