Effect Of Experiential Marketing Research Articles

MENINGKATKAN MINAT KUNJUNG ULANG WISATAWAN MELALUI PENERAPAN EXPERIENTAL MARKETING PADA OBJEK WISATA BUATAN DI BANDAR LAMPUNG

ABSTRACT Intention to revisit is an essential indicator for managers of tourist attractions, tourism activists, and tourism offices in a country. As we know, the income from the tourism sector is quite large for Indonesia and continues to grow. One kind of tourist attraction that could be develop is an artificial tourist attraction. One method to attract tourists that are widely developed is experiental marketing. This method was adopted in various provinces in Indonesia such as Bali, Bandung, and Yogyakarta, but unfortunately not yet in Lampung. This survey of 150 tourists used purposive sampling aims to see the effect of experiential marketing which included sense, feel, think, act, and related to the tourists' revisit intention in Lembah Hijau. Multiple regression and descriptive analysis showed that only thinking and relate affected tourists' revisit intentions. We found that with only a little research on experiential marketing in Indonesia, especially in Lampung Province, further development in terms of methods, analytical tools, and breadth of objects and subjects is widely open for the development of experiental marketing in the tourism sector of Indonesia and Lampung province of course. Keywords: Re-visit Intention, Experiental Marketing, Artificial Tourist Attraction, Tourism.

Experiential Marketing and Customer Satisfaction on Consumer Loyalty of IKEA Bali

This purpose of this study is to find out the effect of experiential marketing on customer satisfaction at IKEA Bali and customer satisfaction on customer loyalty among visitors to IKEA Bali. Research was conducted on 120 customers who had shopped at IKEA Bali and visited at least twice. The data collection technique uses a survey method, namely distributing questionnaires and the results are processed using the SPSS 27.0 program. This research uses regression analysis. The results of the hypothesis test show that there is a significant effect between Experiential Marketing on Customer Loyalty and Customer Satisfaction on Customer Loyalty

Effect of Experiential Marketing on Customer Engagement and Loyalty in the Tourism Sector in France

Purpose: The aim of the study was to investigate the effect of experiential marketing on customer engagement and loyalty in the tourism sector in France. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Experiential marketing in France's tourism sector significantly boosts customer engagement and loyalty by offering personalized, memorable experiences. Despite challenges like cost management, leveraging digital technologies presents opportunities for enhanced personalization. Overall, experiential marketing plays a vital role in shaping customer perceptions and fostering lasting relationships in French tourism. Unique Contribution to Theory, Practice and Policy: Hedonic consumption theory, service-dominant logic (SDL) & social exchange theory may be used to anchor future studies on the effect of experiential marketing on customer engagement and loyalty in the tourism sector in France. Tourism businesses in France should prioritize the implementation of tailored experiential marketing initiatives that align with the unique characteristics and preferences of their target customer segments. Government bodies and tourism authorities in France should facilitate industry collaboration and knowledge-sharing initiatives to foster innovation and best practices in experiential marketing.

The Effects of Experiential Marketing on Word of Mouth and Repurchase Intention: An Application for Tea Stores

Günümüzde oldukça kalabalık sayılabilecek işletmelerden biri de yiyecek ve içecek işletmeleridir. Pazarlama uzmanları, piyasada rekabette üstünlüğü elde etmek için çabalayan bu tür işletmelere, tüketicilerin duygusal yönlerine daha fazla dokunmaları gerektiğini ve bir ürüne yatırım yapılma ve/veya ürünün diğer müşterilere iletilmesi gerektiğini aktarmalıdır. Geçmiş çalışmalarda deneyimsel pazarlama konusu kapsamlı bir şekilde araştırılmış olsa da çay satış mağazalarında deneyimsel pazarlamanın alt boyutlarının kulaktan kulağa iletişim ve tekrar satın alma niyeti üzerindeki etkileriyle ilgili literatürde bir boşluk olduğu görülmüştür. Bu sebeple bu araştırmada, çay satış mağazalarından ürün veya hizmet alan tüketicilerin mağaza yönelik deneyimlerini diğer tüketicilere kulaktan kulağa ileterek tüketicilerin tekrar satın alma niyeti üzerindeki etkisi incelenmiştir. Rize ilinde daha önce çay satış mağazalarından ürün veya hizmet satın almış 415 tüketiciden veri toplanmıştır. Verilerin analizi için yapısal eşitlik modeli (YEM) ve SPSS24 paket programı kullanılmıştır. Yapılan analizler sonucunda duygusal, düşünsel, fiziksel ve sosyal deneyimin kulaktan kulağa pazarlama üzerinde pozitif ve anlamlı bir ektisinin bulunduğu fakat duyusal deneyimin kulaktan kulağa pazarlama üzerinde anlamlı bir etkiye sahip olmadığı tespit edilmiştir. Ayrıca kulaktan kulağa pazarlamanın tekrar satın alma niyeti üzerinde pozitif ve anlamlı bir ektiye sahip olduğu saptanmıştır.

The Effect of Experiential Marketing, Customer Perceived Value and Brand Image on Customer Satisfaction

The development of the food and beverage business in recent years has attracted great interest among young people. The profits obtained are quite large and can apply creativity in innovating with the latest developments and changes in consumer interests. This research aims to analyze the influence of experiential marketing, customer perception value, and brand image on customer satisfaction. The independent variables used in this research are experiential marketing, customer perception value and brand image, while the dependent variable in this research is purchase satisfaction. This research uses a causal quantitative approach. Data collection was carried out by distributing questionnaires to 100 respondents who had purchased Mixue. The question items for all variables were proven to be valid and reliable. The results of this research are that experiential marketing has a positive and significant influence on customer satisfaction. The value perceived by customers also has a positive and significant influence on customer satisfaction. Brand image does not have a significant influence on customer satisfaction.

The Effects of Experiential Marketing and Store Atmosphere on Customer Loyalty of MSMEs in West Java

Experiential marketing and store atmosphere are two key factors that can greatly influence customer loyalty through customer satisfaction as a mediating factor. These factors can impact a customer’s perception of a brand and their likelihood of returning to make additional purchases. The research explored the relationship between experiential marketing, store atmosphere, customer satisfaction, and customer loyalty, as well as the strategies that businesses could use to enhance these factors and improve customer loyalty. The research focused on Micro, Small and Medium Enterprises (MSMEs) in West Java, Indonesia, which owned physical stores. The research applied causal quantitative methodology. Through a thorough analysis of existing research and empirical research of 384 respondents using Structural Equation Model Partial Least Square (SEM-PLS) methodology, the research provided valuable insights for MSMEs looking to increase customer loyalty and build a loyal customer base. The results show various contributions analyzing how customer loyalty is affected by experiential marketing and store atmosphere. It also implies how customer satisfaction mediates the relationships between those antecedents and customer loyalty. Providing recommendations and implications shows that the research can be a useful contribution to marketing and entrepreneurship topics. The research offers practical recommendations and implications for businesses, emphasizing the importance of implementing effective experiential marketing strategies and creating a welcoming store atmosphere to foster customer satisfaction and loyalty. By understanding the impact of these factors on customer loyalty, MSMEs can develop targeted strategies to improve customer experiences and build long-term customer relationships.

Analisis Pengaruh Experiential Marketing terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening:

This study aims to determine: (1) the effect of experiential marketing on Gojek customer satisfaction; (2) the effect of experiential marketing on Gojek customer loyalty. The population of this study are consumers who have used the Gojek application in the Surabaya area. The number of samples in this study were 100 respondents. The sampling technique was purposive sampling with the criteria of consumers aged ± 17 years and over and had used the Gojek application service more than once in the Surabaya area. Data analysis technique using Partial Least Square with software smartPLS 3.0. The results of this study indicate that experiential marketing has a positive and significant effect on customer satisfaction. Likewise, experiential marketing has a positive and significant effect on customer loyalty. indirectly experiential marketing has a positive and significant effect on customer loyalty through customer satisfaction.
 Keywords: Experiential Marketing, Customer Satisfaction, Customer Loyalty.

THE INFLUENCE OF EXPERIENTIAL MARKETING, EXPERIENTIAL VALUE AND BRAND TRUST ON CUSTOMER SATISFACTION TELKOMSEL SIMPATI CARD IN THE CITY OF LHOKSEUMAWE

This study aims to see the effect of Experiential Marketing, Experiential Value and Brand Trust on Customer Satisfaction with Telkomselsel Simpati Card in Lhokseumawe City. The data used in this study is primary data, the sample in this study was 97 sympathy card customers. The sampling technique used is the purposive sampling. The method used to analyze the relationship between the independent variable and the dependent variable is the multiple linear regression method. The results of the study partially experiential marketing variables affect customer satisfaction at Telkomselsel in Lhokseumawe City. The experiential value variable has an effect on satisfaction Customers on Telkomsel in Lhokseumawe City. Brand trust variable has an effect on customer satisfaction at Telkomselsel in Lhokseumawe City. And simultaneously experiential marketing, experiential value, brand trust variables have an effect on customer satisfaction at Telkomselsel in Lhokseumawe City.

PENGARUH EXPERIENTIAL MARKETING FITUR DAN TRUST TERHADAP KEPUASAN PENGGUNA APLIKASI SHOPEE (Studi pada Mahasiswa Fakultas Ekonomi Universitas Abdurachman Saleh Situbondo)

This study examines the effect of experiential marketing, features and trust on the satisfaction of Shopee application users, namely the students of the Faculty of Economics, Abdurachman Saleh University, Situbondo. The data analysis methods used in this research are validity test, reliability test, classical assumption test, multiple linear regression analysis, t test, f test, dominant test, and coefficient of determination. Multiple linear regression results show that experiential marketing, features and trust variables have a positive influence on the Shopee application user satisfaction variable, it is shown in the results of multiple linear regression analysis, namely Y = 3.348E-17 + 0.250 + 0.270 + 0.194 + e. It shows that the tcount value of the experiential marketing variable is 2.408 > 1.983 ttable. The feature variable is t. 4.078 > 1.983. The trust variable is t. 3.280 > t. Saleh Situbondo as a Shopee application user. Fcount 44,364 > Ftable 2,81, so it can be concluded that experiential marketing, features and trust variables have a simultaneous effect on Shopee application user satisfaction. Based on the dominant test the value of the service feature variable is greater than the other variables of 4.078.

The Effect of Experiential Marketing and Experiential Value on Customer Loyalty of Coffee Shops in Mataram City Through Satisfaction as a Mediation Variable

There are many things that can influence customer’s loyalty. This study aims to analyze and determine the significance of the influence of experiential marketing and experiential value variables on loyalty and mediated by satisfaction at a coffee shop in Mataram. The type of research used is associative research. The population in this study were visitors of coffee shop in Mataram. The number of samples is 180 people and data analysis using SEM (Structural Equation Modeling)-PLS. The results showed that experiential marketing and experiential value had a direct effect on loyalty and had a significant effect through satisfaction. Experiential Value and Experiential Marketing Variables on Loyalty are quite often studied but there are only a few mediated by satisfaction. Therefore, future researchers can test this further by considering various other factors and also with different research areas

PENGARUH EXPERIENTIAL MARKETING TERHADAP WORD OF MOUTH

The study used an associative quantitative approach, using a form of a causal relationship. The study population was 1050 consumers and sampled 91 consumers. This research technique uses accidental sampling, which is a technique of determining samples based on spontaneous factors, and to find out how much influence Experiential marketing has on Word of mouth is used to calculate the correlation coefficient, namely r hitung values greater than r tabel of 0.452> 0.207 means that there is a significant influence between Experiential marketing and Word of mouth. 20.43% of Experimental marketing contributes to the realization of Word of mouth, thus this study concluded that there is an effect of Experiential marketing on Word of mouth.

Research on the Effects of Experiential Marketing and Customer Satisfaction on Customer Loyalty of Yonghua Civil Sports Center in Tainan City

<p>目的：本研究旨在探討臺南市永華國民運動中心消費者體驗行銷、顧客滿意度對顧客忠誠度之影響，以及不同消費者背景變項在體驗行銷、顧客滿意度和忠誠度之差異比較。方法：研究問卷改編自過去相關研究，預試結果顯示具備良好之信效度。研究對象為永華國民運動中心20歲以上消費者，採便利抽樣，共發出400份問卷，有效問卷為365份，回收率為91.3%。資料透過描述性統計、單因子多變量變異數分析、多元線性迴歸等方法進行分析。結果：年齡、婚姻、職業、每月可支配所得、每週平均運動次數等背景變項在體驗行銷上有顯著差異，每週運動頻率在顧客滿意度上有顯著差異，婚姻狀況及每週運動頻率在顧客忠誠度上有顯著差異；體驗行銷、顧客滿意度與顧客忠誠度間有顯著正相關；滿意度對忠誠度的影響力最高，其次為情感體驗、思考體驗和行動體驗，感官體驗和關聯體驗無顯著影響。結論：以永華國民運動中心顧客忠誠度來說，顧客滿意度、情感體驗、思考體驗和行動體驗最具影響力。</p> <p> </p><p>Purpose: The purposes of this study were to explore the influence of Experiential Marketing (EM) and Customer Satisfaction on Customer Loyalty of Yonghua Civic Sports Center in Tainan City, and to compare the differences of EM, Customer Satisfaction, and Loyalty by demographic variables. Method: The research questionnaire was adapted from related studies, and a pilot study indicated the questionnaire was valid and reliable. Research participants were consumer over 20 years old in Yonghua Civic Sports Center and selected by convenient sampling method. A total of 400 questionnaires were distributed, among those, 365 were returned, making the response rate of 91.3%. Data were analyzed by descriptive statistics, MANOVA, and multiple linear regression. Results: Demographic variables such as age, marriage, occupation, monthly disposable income, and weekly exercises frequency had significant differences in EM, weekly exercise frequency did in Customer Satisfaction, and marriage and weekly exercise frequency did in Customer Loyalty. EM, Customer Satisfaction, and Customer Loyalty were positively correlated. Customer Satisfaction had the highest influence on Loyalty, followed by Feel EM, Think EM, and Act EM. Sense EM and Relate EM had no significant influences on Loyalty. Conclusion: For Yonghua Civic Sports Center, Customer Loyalty was predicted effectively by Customer Satisfaction, Feel EM, Think EM, and Act EM.</p> <p> </p>

The Effects of Experiential Marketing and Social Media Marketing on Repurchase Intention with Brand Trust as Variable Mediation for Wearing Klamby Hijab Fashion Products

The development and advancement of internet technology have been largely viewed as a very lucrative business opportunity by some. Hijab fashion products are one of the businesses that are currently thriving in their use of social media. In Indonesia, the growth of Wearing Klamby products is beginning, and there is an interesting phenomenon where the brand's products always sell out quickly when a new product series is launched. The purpose of this study was to ascertain the factors influencing repurchase intention and brand trust for Wearing Klamby hijab fashion products. The research is quantitative in nature and includes cross-sectional research. The population for this study consisted of all customers of Wearing Klamby fashion who had made at least two purchases of Wearing Klamby products. The probability sampling method combined with a simple random sampling technique will be used in this study to obtain 155 respondents. The findings of this study indicate that experiential marketing, social media marketing, and brand trust all have a positive and significant effect on repurchase intention. Experiential marketing and social media marketing have a positive and significant effect on brand trust to a lesser extent. In this study, brand trust as a mediating variable had a positive and significant effect on repurchase intention.

Influence Of Experiential Marketing And Customer Relationship Management During Pandemic On Restaurant Service User Loyalty

The problem of this research is about the effect of experiential marketing, customer relationship on loyalty through satisfaction as an intervening variable. In this study, the population was all customers of Damarmas resort as many as 115 people within 3 months of the study. The number that was sampled at the time of the study started from March 2021 to June 2021, with a quantitative approach through path analysis. The results of this study indicate that Experiential marketing (X1) has a positive and significant effect on satisfaction (Z) Because the significance value is <0.05, this means that H1 is accepted. Customer Relationship Management (X2) has a positive and significant effect on satisfaction (Z) because the significance value is <0.05, this means that H2 is accepted. Experiential marketing (X1) has a positive and significant effect on loyalty (Y) because the significance value is <0.05, this means that H3 is accepted. Customer Relationship Management (X2) has a positive and significant effect on loyalty (Y) because the significance value is <0.05, this means that H4 is accepted. Satisfaction (Y) has a positive and significant effect on loyalty (Y), because the significance value is <0.05, this means that H5 is accepted indirectly. Experiential marketing (X1) through Satisfaction (Z) has a significant effect on Loyalty (Y). Indirectly, Customer Relationship Management (X2) through Satisfaction (Z) has a significant influence on Loyalty (Y).

THE INFLUENCE OF EXPERIENTIAL MARKETING, BRAND IMAGE, AND QUALITY OF SERVICE ON CUSTOMER LOYALTY ON THE COFFEE BUSINESS (Case Study of the Janji Jiwa Coffee Shop)

This study aims to figure out the effect of Experiential Marketing, Brand Image, and Quality of Service on Customer Loyalty at the Janji Jiwa Coffee shop. The method employed is a survey. The research location is the Janji Jiwa coffee shop in Makassar City. Data retrieval is done by accidental sampling technique with the respondents of 100 customers. Data analysis was conducted descriptively and data analysis with multiple regression analysis through the SPSS Version 22 program. The results showed that partially and simultaneously, Experiential Marketing, Brand Image, and Quality of Service had a positive and significant effect on Customer Loyalty.

The Effect of Experiential Marketing and Paylater Features on Customer Satisfaction and Repeat Interest

This study aims to determine whether experiential marketing and PayLater features on the Gojek application have on consumer satisfaction and their impact on repurchase interest. The data analysis technique uses path analysis and uses quantitative methods. Quantitative methods include validity and reliability, classic assumption tests, t-test trials, F tests, and the coefficient of determination (R2). The number of samples used in this study were 100 respondents. The results of the study indicate that experiential marketing has a significant positive effect on customer satisfaction, the PayLater feature also has a positive effect on customer satisfaction, and the two independent variables simultaneously have a positive effect on customer satisfaction. The findings also show that experiential marketing has a positive effect on repurchase interest, consumer satisfaction has a positive effect on repurchase interest, and different results are shown by the PayLater feature which has a negative effect on repurchase interest. Simultaneously, experiential marketing variables, PayLater features, and customer satisfaction have a positive effect on repurchase interest.

The Effect of Experiential Marketing and Paylater Features on Customer Satisfaction and Repeat Interest

This study aims to determine whether experiential marketing and PayLater features on the Gojek application have on consumer satisfaction and their impact on repurchase interest. The data analysis technique uses path analysis and uses quantitative methods. Quantitative methods include validity and reliability, classic assumption tests, t-test trials, F tests, and the coefficient of determination (R2). The number of samples used in this study were 100 respondents. The results of the study indicate that experiential marketing has a significant positive effect on customer satisfaction, the PayLater feature also has a positive effect on customer satisfaction, and the two independent variables simultaneously have a positive effect on customer satisfaction. The findings also show that experiential marketing has a positive effect on repurchase interest, consumer satisfaction has a positive effect on repurchase interest, and different results are shown by the PayLater feature which has a negative effect on repurchase interest. Simultaneously, experiential marketing variables, PayLater features, and customer satisfaction have a positive effect on repurchase interest.

PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN DAN LOYALITAS PASIEN

This study aimed to examine the effect of experiential marketing on patient satisfaction and patient loyalty. It also attempted to discover the experiential-marketing dimension with the predominant effect. It is a quantitative study with a cross-sectional approach. The study population was all inpatients in Rumah Sakit Islam (RSI) Unisma Malang between February and March 2017. The researchers selected 197 respondents as samples using the purposive sampling method from all ward classes except VVIP class. This study’s exogenous variable was experiential marketing, whereas the endogenous variable was patient satisfaction and loyalty. As the instrument, the researchers used a questionnaire to reveal the patients’ perceptions and hopes about experiential marketing applied by the hospital and their satisfaction and loyalty. The researchers used Partial Least Square (PLS) as a data analysis method. The study showed that experiential marketing dimensions (consisting of sense, feel, think, act, and relate) positively and significantly affected patient satisfaction. Experiential marketing insignificantly and indirectly affected patient loyalty through patient satisfaction, and ‘relate’ was the most dominant dimension of experiential marketing in building patient satisfaction.
 
 Keywords: experiential marketing; patient satisfaction; patient loyalty.

체험마케팅이 만족도 및 재구매의도에 미치는 영향: 자기효능감의 조절 및 만족도의 매개효과를 중심으로

오늘날 전자제품의 사용은 일상이 되었다고 할 수 있다. 소비자에게 전자제품의 중요성이 커지고, 전자제품 시장의 치열한 경쟁으로 기업은 소비자를 만족시키기 위한 노력이 더욱 필요하다. 본 연구는 플래그십스토어와 일반 전자제품매장이 소비자에게 체험마케팅을 제공함으로써 만족도와 재구매의도를 높이기 위한 실무적 시사점을 제시하고자 연구하였다. 연구방법으로는 플래그십스토어나 전자제품 매장에서 제공하는 체험마케팅이 소비자 만족도와 재구매의도에 어떤 영향을 미치는지 확인하였고, 체험마케팅과 재구매의도의 관계에서 만족도의 매개효과와 체험마케팅과 만족도, 체험마케팅과 재구매의도의 관계에서 자기효능감의 조절효과를 분석하였다.<BR> 본 연구의 시사점은 다음과 같다. 첫째, 플래그십스토어와 전자제품매장에서 제공하는 체험마케팅이 만족도와 재구매의도의 관계에 있어서, 소비자 심리 측면에서 자기효능감의 조절역할을 확인했다는 것에 의미가 있다. 둘째, 플래그십스토어나 전자제품 매장에서 감성적 체험과 관계적 체험이 고객 만족과 재구매의도를 높이기 위한 핵심요인임을 시사한다. 셋째, 기업은 플레그십스토어나 전자제품매장에서 제공하는 체험마케팅으로 소비자 재구매의도를 높이기 위해서는 자기효능감을 높이는 방법을 모색해야 할 것이다.

The Effect of Experiential Marketing, Destination Image, Tourists’ Satisfaction on Destination Loyalty: Evidence from Tourists’ Cultural Destinations in Sri Lanka

This study aims at examining the influence of experiential marketing (EM) on destination loyalty (DL) through the mediating effect of tourists’ satisfaction and destination image in the tourists’ cultural destinations in Sri Lanka. Review of literature headed the study to develop the conceptual model with six hypotheses. The study facilitated the survey strategy with a structured questionnaire, which was directed to a representative sample of 600 international tourists who have visited cultural areas in Sri Lanka. Both the measurement model and the structural equation model were assessed through the AMOS software, where all the constructs were valid, reliable and fit with the model. The findings revealed that the experiential marketing has a significant positive effect on destination loyalty only with the mediating effect of destination image and satisfaction. Therefore, the researchers suggest strategies for destination marketing authorities in Sri Lanka, which may help to upgrade destination image, tourists’ satisfaction, and experiential marketing practices to attract and keep more tourists with cultural destinations in Sri Lanka.