Pengaruh Experiential Marketing terhadap Sikap Konsumen Motor Yamaha pada PT Laksana Kencana Gemilang

Authors

  • Tinjung Desy Nursanti Bina Nusantara University
  • Melisa Melisa Bina Nusantara University

DOI:

https://doi.org/10.21512/bbr.v2i1.1111

Keywords:

experiential marketing, consumer attitudes, fishbein model

Abstract

Today’s business competition is not just relying on product quality but further the quality of service. As the development of the era, marketers need an approach that combines the practice of non-traditional marketing that is integrated to enhance personal and emotional experience associated with the brand (experiential marketing). This corresponds closely with the customer experience and very different from the traditional marketing system that focuses on the functions and benefits of a product. This study is descriptive and causal. Descriptive study aims to determine consumer attitudes and causal research aims to influence experiential marketing on consumer attitudes on PT Laksana Yamaha Kencana Gemilang. Data was collected by distributing questionnaires and through literature study. Analysis of the data used in this research is Fishbein and regression models. The results showed that consumer attitudes Yamaha are positive and the influence of Experiential Marketing of consumer attitudes are significantly by 20.9%, while the remaining 79.1% influenced by other variables not examined in this study. 

Dimensions

Plum Analytics

Author Biographies

Tinjung Desy Nursanti, Bina Nusantara University

Management Department 

Melisa Melisa, Bina Nusantara University

Management Department 

References

Andreani, F. (2007). Experiential marketing. Jurnal Manajemen Pemasaran Volume 2 No.1, p1-8.

Ferrinadewi, E. (2008). Merek & psikologi konsumen. Yogyakarta: Graha Ilmu.

Kotler, P., & Armstrong, G. (2008). Principles of marketing (12th ed.). New Jersey: Pearson Education.

Mcleod, Jr., R. (2001). Management information systems (8th ed.). New Jersey: Prentice Hall International.

Prasetijo, R., & Ihalauw, D. (2004). Perilaku konsumen.. Yogyakarta: Andi offset.

Riduwan, & Kuncoro, E. A. (2008). Cara Menggunakan dan Memaknai Analisis Jalur (Path Analysis). Bandung : Alfabeta.

Sarwono, J. (2005) Teori dan praktek riset pemasaran dengan SPSS. Yogyakarta: Andi offset.

Schmitt, B. (1999). Experiential marketing: how to get customers to sense, feel, think, act, and relate to your company and brand. Free Press.

Sumarwan, U. (2003). Perilaku konsumen: teori & penerapannya dalam pemasaran. Jakarta: Ghalia Indonesia.

Simamora. (2002). Panduan riset perilaku konsumen. Jakarta: Gramedia.

Tatum. (2010). Experiential Marketing. Retrieved on June 22, 2010, from http://www.wisegeek.com/what-is-experiential-marketing.htm Triton. (2005). SPSS 13.0 terapan. Yogyakarta: Andi offset.

Downloads

Published

2011-05-30
Abstract 543  .
PDF downloaded 506  .