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• W3131407474 abstract "RESUME: Sektor UMKM (Usaha Mikro, Kecil, dan Menengah) merupakan andalan dalam pengembangan ekonomi di Indonesia. Sektor ini juga merupakan bagian terbesar yang mampu bertahan menghadapi beberapa krisis ekonomi di Indonesia. Tujuan dari penelitian ini untuk menganalisis dan mengetahui penerapan konsep nilai pelanggan UMKM berdasarkan pemasaran eksperimen dan kerelasian di Lingkungan Pariwisata Jawa Barat. Digunakan penelitian survei melalui pendekatan kuantitatif deskriptif verifikatif . Data diperoleh dari 270 orang konsumen UMKM, dengan teknik sampling yang digunakan metode proporsional cluster stratisfied random sampling. Analisis data digunakan dengan teknik SEM (Structural Equation Modeling) dengan bantuan software AMOS (Analysis of Moment Structures). Teknik pengukuran model digunakan adalah measurement model dan structural model serta pengujian hipotesis. Hasil penelitian menunjukkan bahwa tidak terdapat pengaruh yang signifikan Pemasaran Eksperimen (Experiential Marketing) terhadap Nilai Pelanggan (Customer Value) di Lingkungan Pariwisata Jawa Barat, dengan besaran koefisiennya sebesar -0.358, dan terdapat pengaruh yang signifikan Kerelasian Pelanggan (Customer Relationship Marketing) terhadap Nilai Pelanggan (Customer Value) di Lingkungan Pariwisata Jawa Barat, dengan besaran koefisiennya sebesar 1.794. KATA KUNCI: Pemasaran Eksperimen; Kerelasian Pelanggan; Nilai Pelanggan. ABSTRACT: “Micro, Small, and Medium Enterprises’ Customer Value Based on Experimental Marketing and Relation in West Java Tourism Environment, Indonesia”. The MSME (Micro, Small, and Medium Enterprises) sector is mainstay of economic development in Indonesia. This sector is also the largest part that has been able to withstand several economic crises in Indonesia. The purpose of this study is to analyze and determine the application of the concept of MSME customer value based on experimental marketing and relationship in the West Java Tourism Environment. Survey research is used through a quantitative descriptive verification approaches. The data were obtained from 270 MSME consumers, with the sampling technique using the proportional cluster stratisfied random sampling method. Data analysis was used with SEM (Structural Equation Modeling) techniques with the help of AMOS (Analysis of Moment Structures) software. The measurement model techniques used are measurement models and structural models as well as hypothesis testing. The results showed that there was no significant effect of Experimental Marketing on C customer Value in the West Java Tourism Environment, with a coefficient of -0.358, and there was a significant effect on Customer Relationship Marketing on Customer Value in the West Java Tourism Environment with a coefficient of 1.794. KEY WORD: Experimental Marketing; Customer Relation; Customer Value. About the Authors: Henny Utarsih, M.Si. adalah Dosen di Departemen Manajemen STIE (Sekolah Tinggi Ilmu Ekonomi) Ekuitas Bandung, Jalan P.H.H. Mustofa No.31 Kota Bandung 40124, Jawa Barat, Indonesia. Prof. Dr. Yuyus Suryana dan Dr. Diana Sari adalah Dosen di Fakultas Ekonomi dan Bisnis UNPAD (Universitas Padjadjaran) Bandung, Jalan Raya Bandung-Sumedang Km.21 Jatinangor, Sumedang, Jawa Barat, Indonesia. Untuk kepentingan akademik, Penulis bisa dihubungi dengan alamat e-mail: henny.utarsih@ekuitas.ac.id , yuyus.suryana@unpad.ac.id , dan diana.sari@unpad.ac.id Suggested Citation: Utarsih, Henny, Yuyus Suryana & Diana Sari. (2020). “Nilai Pelanggan UMKM Berdasarkan Pemasaran Eksperimen dan Kerelasian di Lingkungan Pariwisata Jawa Barat, Indonesia” in SOSIOHUMANIKA: Jurnal Pendidikan Sains Sosial dan Kemanusiaan , Volume 13(2), November, pp.113-144. Bandung and Banda Aceh, Indonesia: Minda Masagi Press owned by ASPENSI and FISIP UNSYIAH, with ISSN 1979-0112 (print) and ISSN 2622-6855 (online). Article Timeline : Accepted (October 17, 2020); Revised (October 28, 2020); and Published (November 30, 2020)." @default.
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• W3131407474 title "Nilai Pelanggan UMKM Berdasarkan Pemasaran Eksperimen dan Kerelasian di Lingkungan Pariwisata Jawa Barat, Indonesia" @default.
• W3131407474 doi "https://doi.org/10.2121/sosiohumanika.v13i2.1385" @default.
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