The Influence Of Experiential Marketing On E-Commerce User Satisfaction In Bengkulu City

This study aims to determine the effect of Experiential marketing which consists of Sense, Feel, Think, Act, and Relate on E-commerce user satisfaction in Bengkulu City. By using purposive sampling technique, the number of samples used in this study were 170 people. The method used in this research is quantitative descriptive method. The object used in this research is the people of Bengkulu city who use E-commerce such as Shopee, Tiktokshop, Tokopedia, and Lazada. Data collection conducted in this study was using a questionnaire. The analysis method uses SPSS version 25. The results showed that multiple linear regression Y = 1.732+0.161X1 +0.294X2 +0.442X3+0.106X4+0.153X5. This means that there is a positive relationship between Sense, Feel, Think, Act, and Relate to E-commerce user satisfaction in Bengkulu City. The coefficient of determination is 0.694 or 69.4%. This shows that Sense, Feel, Think, Act, and Relate affect E-commerce user satisfaction in Bengkulu City by 69.4% while the remaining 30.6% is influenced by other variables not examined. Sense, Feel, Think, Act, and Relate together have an influence on E-commerce user satisfaction in Bengkulu City with a value of F count> F table (74.468> 2.27) in line with a significant 0.000 <0.05.