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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