Experiential Marketing Research Articles

Analysis Of The Influence Of Brand Association, Experiental Marketing And Brand Trust On Consumer Loyalty For National Digital Game Products

The purpose of this study is to examine the potential effects of brand association, brand trust, and experiential marketing on consumer loyalty and purchase decisions. Only people who enjoy video games were included in the study's population. With a total of 100 samples, the sample was chosen using a non-probability sampling approach called purposive sampling. In order to collect data for this study, questionnaires were distributed in accordance with the descriptive statistical analysis methodology. The author must create a relationship model between variables referred to in this instance as a path diagram before he can apply path analysis in his research. There is a strong positive correlation between experiential marketing and brand association in purchase decisions, according to the results of the data processing that was done. The fact that the t-count value is greater than the t-table value indicates this. The computed t-value does not exceed the value in the t-table, indicating that there is no significant positive connection with the brand trust variable. The Sig value is smaller than the author's conventional significance criterion of 0.05, indicating that experiential marketing, brand trust, and brand association have a substantial impact on purchasing decisions. According to the partial test, customer loyalty is significantly impacted negatively by the factors experiential marketing, brand trust, and brand association.

PENGARUH EXPERIENTIAL MARKETING DAN EXPERIENTIAL VALUE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA HOTEL GRAND DARMO SUITE SURABAYA

The hotel business is currently growing, many hotels provide interesting experiences for their consumers. The more it develops, the more interesting it is to know how a hotel can offer something different from its competitors to get loyal customers. This research aims to analyze the influence of experiential marketing and experiential value on customer loyalty through customer satisfaction at the Grand Darmo Suite Hotel Surabaya. The sampling technique uses non-probability sampling with a purposive sampling method to determine the responses of each respondent. The sample used was 167 respondents. The data collection tool used was a questionnaire distributed to guests staying at the Grand Darmo Suite Hotel Surabaya. The data analysis technique uses Structural Equation Modeling - Partial Least Square (SEM PLS) with the SMARTPLS 3.0 application. Result of the research show that experiential marketing and experiential value directly have a positive and significant effect on customer satisfaction and customer loyalty. Customer satisfaction does not have a significant effect on customer loyalty. Experiential marketing and experiential value do not have a significant effect on customer loyalty through customer satisfaction.

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.

Experiential Marketing's Impact on Visit Decisions: The Role of Visitor Satisfaction at Ullen Sentalu Museum

This study aims to determine the effect of experiential marketing on visiting decisions through visitor satisfaction as an intervening variable (Case Study at the Ullen Sentalu Museum in Yogyakarta). The research methodology used uses quantitative methods. The population in this study is the population used is tourists who visit the Yogyakarta Ullen Sentalu Museum as many as 100 people. The sample used was 100 respondents using the Accidental sampling technique, which is a sample search based on chance, that is, anyone found by the researcher can be used as a sample, if it is deemed that the person met by chance is suitable as a data source. Methods of data analysis using Path Analysis (Path Analysis). The results of the study show that: (1) sense experience has a significant positive effect on the decision to visit the Ullen Sentalu Museum, Yogyakarta. (2) sense experience has a significant positive effect on visitor satisfaction and the decision to visit the Ullen Sentalu Museum, Yogyakarta. (3) experiencing a significant positive effect on the decision to visit the Ullen Sentalu Museum, Yogyakarta. (4) experience experience has a significant positive effect on visitor satisfaction and the decision to visit the Ullen Sentalu Museum, Yogyakarta. (5) think experience has a significant positive effect on the decision to visit the Ullen Sentalu Museum, Yogyakarta. (6) think experience has a significant positive effect on visitor satisfaction and the decision to visit the Ullen Sentalu Museum, Yogyakarta. (7) act experience has a significant positive effect on the decision to visit the Ullen Sentalu Museum, Yogyakarta. (8) act experience has a significant positive effect on visitor satisfaction and the decision to visit the Ullen Sentalu Museum, Yogyakarta. (9) linking experience to a significant positive effect on the decision to visit the Ullen Sentalu Museum, Yogyakarta. (10) associated experience with a significant positive effect on visitor satisfaction and the decision to visit the Ullen Sentalu Museum, Yogyakarta

Mercados alimentares digitais da agricultura familiar no Brasil: dinâmicas durante e pós pandemia da COVID-19

This article aims to analyze the dynamics of digital food markets of Brazilian family farming during and after the Covid-19 pandemic. To this end, methodologically, the netnography technique was used to identify and evaluate digital marketing experiences by websites and platforms distributed throughout the national territory, in 2020 and 2022. In general terms, the study shows that digital marketing channels of food have been strengthened in Brazil, observing the maintenance and increase in the number of family farmers and participating enterprises, as well as the types of products offered. The largest contingent of family farmers involved in the experiences studied is located in the South and Northeast regions, stimulated by cooperation. The main foods offered are in natura, agro-industrialized and ecological, showing that digital markets have directly contributed to a part of the country's consumers that seek healthy and sustainable diets. Despite these virtues, these new commercialization channels need support from the State to guarantee their improvement and include larger portions of national family farming.

The Influence of Brand Image and Experiential Marketing on Consumer Loyalty with Consumer Satisfaction as an Intervening

This study aims to determine whether there is an influence of brand image and experiential marketing on consumer loyalty with consumer satisfaction as mediation in Kopi Kenangan products. The population of this study is Generation Z, aged 12-28 years, who live in Jabodetabek. The sample in this study were people who had bought Kopi Kenangan products at least 2 times within 3 months with a total of 100 respondents. The sampling technique uses a non-probability method with a purposive sampling technique through distributing questionnaires. The analysis method used is the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The results showed that Brand Image affects customer satisfaction. Experiential. The managerial implications of the influence of Brand Image and Experiential marketing on consumer loyalty with consumer satisfaction as an intervening variable in Kopi Kenangan in Jabodetabek by Generation Z can include several important aspects, namely strengthening Brand Image by developing brand identity and consistent brand communications as for the implementation of Experiential marketing such as developing memorable experience and quick resolution of complaints.

Enhancing School Appeal: How Experiential Marketing Influences Perceived School Attractiveness in the Urban Context

This study explores the mechanisms that underlie the effect of school marketing strategies on parents’ perceived school attractiveness, particularly emphasizing the mediating role of parents’ perceptions of being welcomed in urban schools. Additionally, we investigated how schools’ marketing strategies work differently among parents with different value orientations toward schooling. Structural Equation Modeling and Cluster Analysis Data were applied to analyze 510 questionnaires collected from parents. Two experiential marketing strategies, namely, one-way disseminating materials and interactive social networking, impacted parents’ perceived attractiveness of schools differently with the feeling of being welcomed mediating the relationship between parents and schools. Additionally, parents’ value orientations toward schooling could be classified into three profiles. The results suggest that schools should consider parents’ needs and preferences concerning their children’s schooling and employ appropriate marketing strategies to engage different types of parents. To facilitate this outcome, individualized interaction is necessary to accommodate the diverse needs of parents. The overall structural equation model validates the mechanism of experiential marketing in influencing parental perceptions, and the cluster analysis underscores the need to explore the complex relationship between parents’ educational priorities and their interpretation of marketing strategies.

CONCURRENCY OF THE EXPERIENTIAL MARKETING MODEL TO CREATE CUSTOMER SATISFACTION

We have surveyed 100 residents of the Royal Sentul Park Apartments, Bogor, West Java, Indonesia. Respondent characteristics based on gender and age in this survey period were dominated by 57% of men and the age of range betwwen 17-55 years old. Respondent’s education level is dominated by D3/S-1, women at 51% and men at 45%. Primary data was obtained by distributing hardcopy questionnaires and Google forms utilized a Likert scale. The Puspose of this research is analyzing Experiential Marketing in creating Customer Satisfaction through Celebrity Endorsements and WOM. Analysis of model equations uses path analysis. The results of the analysis show that the role of Experiential Marketing in creating Consumer Satisfaction has a positive influence both directly and indirectly through Celebrity Endorsement and WOM variables. Celebrity endorsement and WOM are important in advertising to build product recognition, especially for Royal Sentul Park apartments, and also in understanding the functions and characteristics of apartment products for consumers. An endorser is selected from a reference group who is considered to have the ability to act as a role model for the target market and also act as a provider of information, he/she communicates the features or facilities of the benefit value of the apartment product through media technology applications. The role that creates emotional feelings towards an apartment product for consumers in creating pleasant experiences is celebrity endorsement variable. The role that create positive value opinions for apartment products is WOM by utilizing buzzers and social media technology.

Augmented Reality Marketing Implementation in Greek SMEs - A SWOT Analysis

Abstract Augmented Reality (AR) has established itself as a transformative tool in the domain of marketing, enabling both immersive and interactive experiences for consumers. The inherent capability of AR to overlay digital content onto the real world provides marketers with unparalleled opportunities to connect with their target audience. For the effective integration of Augmented Reality Marketing (ARM) within Greek Small and Medium-sized Enterprises (SMEs), it's essential to capitalize on inherent strengths, address potential weaknesses, exploit existing opportunities, and strategically navigate anticipated threats. Fundamental to the successful incorporation of ARM in this context is the development of a carefully crafted strategy, enriched by a deep understanding of the local market dynamics. From a methodological standpoint, this research draws upon a set of predetermined keywords sourced from renowned databases such as Google, Google Scholar, Semantic Scholar, Science Direct, and Scopus. Using secondary data, the collated information was analyzed using the SWOT framework, facilitating a thorough examination of strengths, weaknesses, opportunities, and threats. To achieve this, a SWOT analysis was systematically employed, offering a comprehensive view of the potential for integrating augmented reality marketing within Greek SMEs. Keywords: Augmenting Reality Marketing, Digital Marketing, SMEs, Swot Analysis, Greece, Greek enterprises.

Pengaruh E-Service Quality dan Experiential Marketing terhadap Repurchase Intention dengan Trust sebagai Variabel Intervening (Studi pada Konsumen Aplikasi Agoda di Denpasar)

The purpose of this research is to develop marketing strategies that are suitable for online travel agent applications in order to increase the number of repurchase intentions on the AGODA application. This study used non-probability sampling, with 100 total samples. The analysis technique used is Path Analysis. In order to increase Repurchase intention, the Agoda application must take specific actions based on the implications of this research result. This involves focusing on the customer experience, building trust, maintaining long-term relationships, monitoring and improving the quality of electronic services, and strengthening their communications and reputation. The results of this study show that E-Service Quality influences Trust in a significant positive way. E-service quality and Experiential marketing influence Trust in a significant positive way. E-Service Quality and Experience Marketing influence Repurchase intention in a significant positive way. Based on the results of the statistical test, it can be concluded that indirectly E-Service Quality and Experience marketing through Trust have a significant positive effect on Repurchase Intention.

Exploring the Influence of Visual Elements in Corporate Communication: A Case Study of the Luxury Brand Industry

This study investigates the impact of visual elements in corporate communication, with a specific focus on the luxury brand industry. The research aims to understand how visual design elements influence the effectiveness of corporate communication. The study begins with a comprehensive literature review, analyzing works by prominent scholars in the field, including Meggs, Bakker, Shirai, Marsh, Wheeler, Budelmann, Farrelly, and Nakanishi. The literature review explores the significance of visual design concepts, such as logos, colors, typography, and visual style, in creating a strong brand identity. It also examines the use of visual hierarchy and color psychology to enhance communication effectiveness. Furthermore, the research delves into various brand communication strategies employed by luxury brands, including storytelling, experiential marketing, influencer partnerships, personalization, and digital marketing. The study highlights the role of visual elements in conveying exclusivity, elegance, and aspiration associated with luxury brands. Based on the literature review, the study draws conclusions regarding the importance of visual elements in luxury brand communication. Effective visual design and communication strategies can enhance brand recognition, foster consumer loyalty, and create a lasting impression in a competitive market.

Analysis of the Effect of Experiential Marketing on Customer Loyalty Using Customer Satisfaction as a Intervening Variables

Research Aims: This research aims to find the influence of experiential marketing, namely sense, feel, think, act, and relate marketing, on customer loyalty at PT. Bank Syariah Indonesia, using satisfaction customer as variable. Methodology: This research is quantitative with a causality study. The sample is composed of 127 customers from Bank Syariah Indonesia. This research uses non-probability sampling as a sampling technique with purposive sampling and a questionnaire with a Likert scale as a data collection technique. As well as using SmartPLS 3.0 software for analysing data using structural equation modelling (SEM). Research Findings: The research reveals that sense and relate variables significantly impact customer satisfaction, while feel, think, and act variables do not. Act has a positive impact on customer loyalty, but other variables have no significant effect. The relationship between satisfaction and loyalty is not significant, and satisfaction cannot mediate the relationship between experiential marketing and customer loyalty. Originalitity: This research details the elements of experiential marketing, such as sense, feel, think, act, and relate, and evaluates their impact on customer satisfaction and customer loyalty Implication: Customer satisfaction can be a critical factor in connecting customer experience to the level of loyalty

Promotion and experiential marketing on purchasing decisions mediated by e-WOM in coffee SMEs

This study aimed to determine the effect of promotion and experiential marketing on buying decisions mediated by electronic Word-of-Mouth (e-WOM) in coffee SMEs. This research is quantitative research by distributing questionnaires. The research sample is 100 respondents with the Cochran formula. Data collection in this study used an ordinal and was measured using a Likert scale. Data analysis was carried out using SEM-PLS with the help of smart PLS. The results of the study indicate that purchasing decisions are significantly impacted by experiential marketing. It demonstrates how experiential marketing's sense, feeling, thinking, acting, and relating components are frequently used by marketers to influence consumer decisions. e-WOM marketing is significantly impacted by experiential marketing. It demonstrates that experience marketing impacts coffee SMEs' use of e-WOM marketing.

The Influence of Experiential Marketing and Integrated Marketing Communications on Visitor Loyalty

In responding to various tourism problems and competition between industries, as well as increasing the spirit of creativity in entrepreneurship in Indonesia, a special marketing strategy is needed in the tourism sector. In the context of tourism in the Lake Toba tourist area, several factors, such as experiential marketing and integrated marketing communication, can influence visitor loyalty. The main aim of this research is to analyze the influence of experiential marketing and integrated marketing communications on visitor loyalty in the Lake Toba tourist area. This research uses a literature and field research design with a causal associative approach with 130 respondents. The results of the data analysis confirm that there is a positive and significant influence between experiential marketing and integrated marketing communications on visitor loyalty. The conclusions of this research inform tourism actors in the Lake Toba area to utilize technology such as augmented reality (AR) or mobile applications to provide interactive experiences to visitors. Integrate technology to make it easier to access information and activities around Lake Toba. In addition, involving local communities in the planning and implementation of experiential marketing can create authentic tourist experiences. Through in-depth experiential marketing and good integration between various communication channels, Lake Toba can build a strong image and attract visitors to experience its beauty and uniqueness.

Boosting customer trust: Pricing, experience and value in enchanting West Java tourism

This study investigates the influence of experiential marketing and price on customer trust, with customer value as a moderating factor. Employing a sample of 200 respondents using proportionate stratified random sampling, data is collected through a survey with a structured questionnaire. Analysis via Structured Equation Modeling (SEM) using LISREL software highlights significant effects. Price exhibits a notable impact on customer trust, emphasizing its role in shaping perceptions. Furthermore, the joint influence of experiential marketing and price underscores a holistic approach. The study contributes to understanding the nuanced interplay among these variables, aiding businesses in refining trust-building strategies. By recognizing customer value's moderating role, this research provides valuable insights for effective customer relationship management.

Quality of Educational Services and Experiential Marketing on Student Satisfaction and Its Implications on Student Trust Evidence

Objectives: This study aims to find out, examine, and obtain the results of an analysis of the quality of educational services, experiential marketing, student satisfaction, and student trust to determine the magnitude of the influence of the quality of educational services and experiential marketing on student satisfaction and its implications for trust. Methodology: The method used is descriptive and verification. Determining the sample size in the study used the Slovin formula where a sample of 378 respondents was obtained.Finding: The descriptive study found that the quality of educational services and experiential marketing was perceived as good, student satisfaction was perceived as satisfied, perceived trust was sufficient. Meanwhile, using SEM, the results show that there is an effect of the quality of educational services and experiential marketing on student satisfaction both partially and simultaneously, there is an effect of student satisfaction on student trust.Conclusion: The quality of educational services for students of the management study program accredited A at Private University in Bandung Metropolitan is perceived as good, this is based on the results of the average score of respondents' answers being in the good category.

Exploring the Influence of Digital Innovation and Paylater Features on Customer Loyalty in E-Commerce: The Mediating Role of Experiential Marketing

The purpose of the study is to establish the manner in which experiential marketing has affected digital innovation and pay-later choices on Shoppe customers e-commerce customer loyalty. using quantitative methods and a method of non-probability sampling like simple random sampling with 100 samples. SEM (Stuctural Equation Modelling) examination of data. The research results shown that paylater's feature and characteristics related to digital innovation have a significant impact in affecting loyalty among customers, as well as how experiential marketing can be affected by paylater. However, experiential marketing fails to significantly impact consumer loyalty, and neither does digital innovation, which aims to establish customer relationships. It also has a minimal part in experiential marketing that intervenes.

Pengaruh Experiential Marketing dan Emotional Marketing Terhadap Loyalitas Pelanggan dengan Kepuasan Sebagai Variabel Intervening pada Platform E-Commerce Tokopedia

Introduction: This research aims to analyze the effect of experiential marketing and emotional marketing on the loyalty of generation Z Muslim customers through satisfaction on the Tokopedia e-commerce platform in Bandar District, Batang Regency. Research Methods: The analytical method used in this research is quantitative analysis method. The population in this study is Tokopedia's Muslim e-commerce customers belonging to Generation Z aged 20-24 years in Bandar District. The total population is 6,568 thousand people. Results: The results of this study indicate that experiential marketing and emotional marketing affect the loyalty of generation Z Muslim customers through satisfaction on the Tokopedia e-commerce platform in Bandar District, Batang Regency. Based on the research, it was found that the people of Bandar Sub-district belonging to Generation Z, aged 20-24 years, use Tokopedia continuously because they are influenced by the experiential marketing and emotional marketing strategies carried out by Tokopedia.

MARKETING REEVALUATED: PROPOSING COMPUTER-ASSISTED GENERATION OF ONLINE SELLER MARKETING CONTENT

The rapidly advancing online marketplace necessitates adaptation from sellers and consumers alike. Oftentimes in established markets, sellers without grand funding or an extremely experienced marketing team will struggle despite offering products of equal or greater value than established competitors. This research paper presents a complete methodology, harnessing data mining, AI, and statistical techniques, for inexperienced sellers to augment their marketing copy and produce high-level, competitive marketing content. With the aid of existing materials and research, this papers proposed model can offer a balancing factor between new and established sellers in the constantly evolving online market. KEYWORDS: 3rd-party seller, SEO, bag-of-words modelling, marketing copy

PERAN EXPERIENTIAL MARKETING, KUALITAS PELAYANAN DAN MOTIVASI BELANJA DALAM MEMPENGARUHI MINAT BELI ULANG

This study aims to analyze the role of experiential marketing, service quality and shopping motivation in influencing repurchase intention at X Coffee & Eatery in Yogyakarta. The method used in this research is causal associative using a quantitative approach.
 Sampling was done by non-probability sampling method using a purposive sampling technique with a total of 100 respondents. The results showed that experiential marketing plays a positive and significant role in influencing repurchase intention, service quality does not play a significant role in influencing repurchase interest, shopping motivation plays a positive and significant role in influencing repurchase intention.