Abstract
This research aims to analyze influences of experiential marketing variable as dependent variable and provides consumer experiences in getting benefit from communication services to simPATI consumer loyalty. This research is descriptive research with non probability sampling technique – convenience sampling method. Sample size is Hair income that is 20 times of variable, number of respondent is 100 people. The data is analyzed by using multiple regressions with SPSS program, test, F test, alpha 0.05. The research shows, (1). No significant influences between sense marketing and customer loyalty (sig=0.166). (2). There is significant influences between feel marketing and customer loyalty (Sig = 0.029). (3). No significant influences between feel marketing and customer loyalty (Sig = 0,689). (4). There is a significant influence between act marketing and customer loyalty. (5). No significant influences between relate marketing and customer loyalty (Sig = 0,572). (6). There is a significant influence between all variables experiential marketing and customer loyalty (Sig = 0,000). Researcher suggests company to review sense marketing, act marketing and relate marketing strategy that has applied and consider other factors that influences consumer loyalty and also increase feel marketing and think marketing strategies.
Highlights
This research aims to analyze influences of experiential marketing variable as dependent variable and provides consumer experiences in getting benefit from communication services to simPATI consumer loyalty
The data is analyzed by using multiple regressions with SPSS program, t test, F test, alpha 0.05
There is a significant influence between act marketing and customer loyalty
Summary
PENDAHULUAN Di masa lalu, para pemasar cenderung untuk berpikir bagaimana cara memperoleh pelanggan baru yang akan membeli dan mengkonsumsi produk atau jasa atau bagaimana merebut pelanggan dari pesaing dengan berorientasi pada produk dan jasa yang ditawarkan. Pemasar kurang memperhatikan kepuasan pelanggan karena pelanggan tidak memiliki banyak pilihan penawaran.namun pada saat ini, dengan adanya arus globalisasi dan kemajuan tekhnologi telah memberikan dampak besar bagi perusahaan. Hal ini dibukatikan dengan diraihnya penghargaan The Best Experiential Marketing and customer experience berturut turut dari tahun 2007 hingga 2010 versi Marketing Award.telkomsel mengenal penerapan strategi ini dengan konsep SiReM (Simple, Reliable and Memorable). Karena saat ini loyalnya pelanggan tidak semata-mata dikarenakan value baik yang berasala dari produk, kualitas maupun delivery, tetapi megarah pada unique need, yaitu kebutuhan yang berbeda antara satu dengan yang lainnya (Chan, 2003:18). Salah satu usaha yang dilakukan dengan memberikan pengalaman yang menarik dan tidak terlupakan (memorable experience) pada saat konsumen membeli, mengkonsumsi bahkan proses setelah mengkonsumsi.Strategi Komunikasi ini dikenal dengan experiential marketing
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