Micro, Small And Medium Enterprises (UMKM) Customer Trust Based On Experiential Marketing And Relation In The Tourism Areas In West Java

This study aims to analyze and determine the application of the concept for Micro, Small and Medium Enterprises (UMKM) tourist trust based on experiential marketing and relationship in the tourism areas in West Java. The method used in this research was a survey method, with a quantitative descriptive verification approach. The data were obtained from 270 Micro, Small and Medium Enterprises (UMKM) consumers in the tourism areas in West Java. While the sampling technique used was the proportional cluster stratisfied random sampling. The data analysis technique used was structural equation modeling assisted with AMOS software. The measurement model techniques used were measurement models and structural models as well as hypothesis testing. The results showed that experiential marketing had a significant effect on the customer trust while the customer relationship marketing had no significant effect on the customer trust in the tourism areas in West Java.

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