Strategi Experiential Marketing dan Loyalitas Merek

Authors

  • Dian Tauriana Universitas Bina Nusantara
  • Rendy Manlin Universitas Bina Nusantara

DOI:

https://doi.org/10.21512/tw.v9i2.726

Keywords:

experiential marketing, brand loyalty

Abstract

Consumer experience born from the consumption of a product or service gives a distinct impression in the minds of consumers. This impression creates brand loyalty, provided that the appropriate marketing program is designed to provide a unique experience. Article explores a study that uses primary and secondary data at Bengawan Solo Coffee to see the impact of marketing programs based on experience upon customer loyalty towards the Bengawan Solo Coffee brand. Data were collected by direct interviews of selected respondents through purposive sampling. Furthermore, those data were analyzed using several statistical methods, such as normality tests, the validity and reliability, the classic assumption test, Pearson product moment, and multiple regression. The results shows that there are significant correlation between  marketing based on experience (feel, act, and relate) towards brand loyalty. The relationship between experiential marketing (feel and relate) towards brand loyalty is low, while the experiential marketing relationship (act) is quite strong.

Dimensions

Plum Analytics

Author Biographies

Dian Tauriana, Universitas Bina Nusantara

Jurusan Manajemen, Fakultas Ekonomi dan Bisnis

Rendy Manlin, Universitas Bina Nusantara

Jurusan Manajemen, Fakultas Ekonomi dan Bisnis

References

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Mitchell, M., and Mitchell, S. (2000). Consumer experience tourism: A powerful toof for food and beverage producers. Journal of Food Products Marketing, 6(3), 1-16.

Schimdt, B.H. (2008). Experiential marketing, New York, YN: Word-Press.

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Published

2008-09-30
Abstract 353  .
PDF downloaded 338  .