Analisis Experiential Marketing Terhadap Brand Image Serta Dampaknya Pada Tourist Satisfaction Di Kota Bandung
Prasetyo, Mohamad Hadi
Maulani, Terra Saptina
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Today, there are the cities in the world trying to make the cities more beautiful and develop the tourism side to be able to reach the tourism market, because of the income tourism sector is so potential. Not only the cities in the world but also in Indonesia do the same. Many region try to develop the strategies to involve the tourism, and one of them is Bandung City, with experiential marketing, it will impact the level of tourist satisfaction which may lead to loyalty to the city through the image formed in the minds of tourist. This study to analyzes the influence of Experiential Marketing against Brand Image and its impact on Tourist Satisfaction In Bandung. The variables in this study are Experiential Marketing as the independent variable, Brand Image as the intervening variable and Tourist satisfaction as the dependent variable. This study uses a survey of 400 respondent by domestic tourists and foreign tourists.