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The objective of this research is to know and to analyze the impact of service encounter toward experiential value and the impact of value toward Customer Satisfaction. The respondents are 115 people who have ever do transaction in Matahari department store MATOS Malang. The sampling technique is by using purposive sampling and the data analysis is structural equation model. This research finds that Personal Interaction Encounters has positive and significant impact to Efficiency, Personal Interaction Encounters has positive and significant impact toward service excellent, Physical Environment Encounters has negative impact and insignificant toward aesthetic, Physical Environment Encounters has positive and significant impact toward Playfulness, Efficiency has negative and insignificant impact toward Customer Satisfaction, service excellent has positive and significant impact toward Customer Satisfaction, aesthetic has negative impact and insignificant in Customer Satisfaction, and the last Playfulness has negative impact and insignificant toward Customer Satisfaction.

PENGARUH SERVICE ENCOUNTER DAN EXPERIENTAL VALUE TERHADAP CUSTOMER SATISFACTION (STUDI KASUS MATAHARI DEPARTMENT STORE MATOS MALANG)