Experiential Marketing Strategy Analysis For Customer Satisfaction anf Repeat Buying
Experiential Marketing Strategy Analysis For Customer Satisfaction anf Repeat Buying
Author : ATI MUSTIKASARI; RENNYTA YUSIANA; PUSPITA WULANSARI Published on : Emerging Trends in Academic Research (ETAR) 2014 (ASTON DENPASAR HOTEL & CONVENTION CENTER Bali Indonesia)
Abstract
“Culinary business of restaurants, cafes and culinary products of creativity the Bandung citizen growth rapidly, create competition among them. Therefore, the businessman must increase their creatifity in marketing strategies one of which is through experiential marketing. Customers will be able to differentiate products and services from each other, because they can feel and experience gained directly through the five approaches (sense, feel, think, act, relate), both before and when they consume a product or service. With the application of experiential marketing which is owned by restaurant and cafe, it is expected that customers will get different things, not just satisfied with the food, but also get a different atmosphere. In the end, customers obtain unique values, get satisfaction so make repeat purchases (repeat buying).
Collecting data in this study by distributing questionnaires to the consumer who has conducted transactions in any of the 3 restaurants are quite popular in Bandung, such as Misbar, Bancakan and Qahwa. Samples to be used as many as 420 people, which will be drawn at random from the third restaurant. Variables in the study are Sense Experience (X1), Feel Experience (X2), Think Experience (X3), Experience Act (X4) and Relate Experience (X5), Customer Satisfaction (Y1) and Repeat Buying (Y2). Data were analyzed using descriptive analysis and Structural Equation Model (SEM).
The results of this study are expected to show a positive effect of the use of experiential marketing (sense, feel, think, act, relate experience) to customer satisfaction which causes consumers to make repeat purchases.”
Keywords : Sense Experience, Feel Experience, Think Experience, Experience Act, Relate Experience, Customer Satisfaction and Repeat Buying
