Analysis of the Description of Experiential Marketing, Store Atmosphere and Local Retail Customer Satisfaction of Gorontalo City, Indonesia

Abstract

The trend of economic growth in Gorontalo City, surpassing national economic growth, is one reason why retail businesses develop here. This study aims to describe experiential marketing, the atmosphere of a local modern retail satisfaction store in Gorontalo City. The research was conducted on the local retail type of Gorontalo City, Indonesia. The population of this study was local minimarket retail customers in Gorontalo City. The sample size used was 190 respondents. The average value of the Experiential Marketing indicator is 4.05, which means that respondents tend to agree that retailers have good relationships with consumers directly. The sales assistant communicates well with consumers to maintain relationships, thus establishing good relationships with consumers directly.Moreover, the sales assistant to communicate well with consumers to maintain relationships has contributed to the Relate indicator. The description of the shop atmosphere's average value is reflected through four indicators, namely the Store Exterior, General Interior, Store Layout, Interior Display, and Store Layout indicators, which have the highest rating compared to other indicators with an average value of 4.34. Customer Satisfaction's average value is 3.99, meaning that the respondent feels satisfied shopping at local modern retail. This is reflected in the respondent's statement who has the highest average value, namely, Saying positive things about retail to others. In the following statements, the respondent tends to agree to service exceeded expectations. Customer Satisfaction is formed by indicators of saying positive things about retail to others, in the aftermath of the service exceeding expectations, then intending to shop again.