Boosting customer trust: Pricing, experience and value in enchanting West Java tourism

Authors

  • Henny Utarsih STIE Ekuitas, Bandung https://orcid.org/0009-0007-7830-9226
  • Yuyus Suryana Faculty of Economics and Business, Universitas Padjadjaran, Bandung, Indonesia
  • Sucherly Faculty of Economics and Business, Universitas Padjadjaran, Bandung, Indonesia
  • Diana Sari Faculty of Economics and Business, Universitas Padjadjaran, Bandung, Indonesia
  • Agus Riyanto Faculty of Economics, Universitas Komputer Indonesia, Bandung, Indonesia

DOI:

https://doi.org/10.15549/jeecar.v10i6.1497

Keywords:

experiential marketing, price, customer value, customer trust

Abstract

This study investigates the influence of experiential marketing and price on customer trust, with customer value as a moderating factor. Employing a sample of 200 respondents using proportionate stratified random sampling, data is collected through a survey with a structured questionnaire. Analysis via Structured Equation Modeling (SEM) using LISREL software highlights significant effects. Price exhibits a notable impact on customer trust, emphasizing its role in shaping perceptions. Furthermore, the joint influence of experiential marketing and price underscores a holistic approach. The study contributes to understanding the nuanced interplay among these variables, aiding businesses in refining trust-building strategies. By recognizing customer value's moderating role, this research provides valuable insights for effective customer relationship management.

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Published

2023-11-05

How to Cite

Utarsih, H., Yuyus Suryana, Sucherly, Diana Sari, & Agus Riyanto. (2023). Boosting customer trust: Pricing, experience and value in enchanting West Java tourism. Journal of Eastern European and Central Asian Research (JEECAR), 10(6), 786–798. https://doi.org/10.15549/jeecar.v10i6.1497