Experiential Marketing, Service Quality: Mediasi Perceived Value Terhadap Customer Trust Batik AIr

This research is motivated by the people who currently still need air transportation. This is marked by the many current airline services such as Batik Air, Lion Air, Citilink, Garuda Indonesia, Air Asia and so on. Batik Air is one of the airlines that offers a full service system that is of interest to the public, as evidenced by the Top Brand Index for 2020-2022 Batik Air occupies fourth place. This study aims to determine the effect of experiential marketing and service quality on customer trust through perceived value as an intervening variable. The sample used in this study was 150 samples with a purposive sampling method. The data used is primary data obtained by distributing questionnaires to users of the Batik Air airline in Surabaya. The data analysis technique used is SEM with the LISREL program. The results of this study indicate thet experiential marketing has a positive and significant effect on perceived value; service quality has a postive and significant effect on perceived value; perceived value has a positive and significant effect on customer trust; experiential marketing and service quality have a positive and significant effect on customer trust through perceived value. This indicates that positive experience and service quality will be trusted by consumers will receive perceived value.