Study on Experiential Marketing Influencing Brand Image, Satisfaction and Loyalty on Internet Banking Users in Surabaya

This study will examine how Experiential Marketing can influence the Brand Image, Satisfaction and Loyalty of Internet Banking users in Surabaya. The purpose of this study is to explore the customer experience of the internet banking used. The data collection process was carried out by distributing 150 questionnaires with questions on a Likert scale and several open questions. The results of the answers from filling in the questionnaire will be processed and analyzed using SmartPLS. The results of this analysis explain that Experiential Marketing has a significant positive effect on Brand Image, Satisfaction and Loyalty results as seen with the P-Values number <0.05. The results of this analysis can be an indicator in developing internet banking, especially in meeting the needs of its users.