Authors: Henny Utarsih, Yuyus Suryana, Sucherly, Diana Sari
Year: 2020, Volume 29 No. 3


This study was aimed to analyze and determine the application of the concept of experiential marketing, marketing relationship customer relationship marketing, customer value, and customer trust by the perpetrators of micro, small and medium enterprises (MSMEs) in the tourism environment in West Java. The research method in this research is descriptive and verification. The data obtained from a total sample of 270 people. The probability sampling technique used in taking the sample. The retrieval method is done by Proposionalle Cluster Staticfied Random Sampling method. Data analysis was performed with SmartPLS Software version 2.0. Measurement techniques for the outer model and inner model data and hypothesis testing. Findings, this study showed that the biggest factor that contributes to the influence of customer trust is customer relationship (customer relationship marketing). Simultaneous experiential (experiential marketing) and customer relationship marketing (customer relationship marketing) have a major influence on customer trust, customer value has a big influence on customer trust.

Keywords: Experiential Marketing, Customer Relationship Marketing, Customer Value.
JEL Classification: D2, J4, F3