EXPLORING THE RELATIONSHIP BETWEEN EXPERIENTIAL MARKETING AND EXPERIENTIAL VALUE OF HONDA MOTOR COMPANY

KURNIAWAN, NANANG (2018) EXPLORING THE RELATIONSHIP BETWEEN EXPERIENTIAL MARKETING AND EXPERIENTIAL VALUE OF HONDA MOTOR COMPANY. S1 thesis, UAJY.

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Abstract

The purpose of this research is to investigate the relationship between experiential marketing (with its five dimensions) towards experiential value among Honda motorcycle users in Yogyakarta. This research took place in Yogyakarta area and the respondents or samples are university students whose still active in their routine. This research is quantitative research and conducted through the distribution of self-administered questionnaire to 150 respondents in Yogyakarta. The sampling technique used is nonprobability with judgment sampling method. The data further analyse with multiple linear regression through the SPSS software version 16.0. The results shown the significant positive relationship of sense experience, feel experience, act experience, think experience, and relate experience toward experiential value.

Item Type: Thesis (S1)
Uncontrolled Keywords: experiential marketing, sense experience, feel experience, act experience, think experience, relate experience, experiential value.
Subjects: Business Management > International Marketing
Divisions: Fakultas Ekonomi > Manajemen Internasional
Depositing User: Editor UAJY
Date Deposited: 10 Sep 2018 13:21
Last Modified: 10 Sep 2018 13:21
URI: http://e-journal.uajy.ac.id/id/eprint/15892

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