Since 2014
EXPERIENTIAL MARKETING (SEBUAH PENDEKATAN PEMASARAN)
Jurnal Manajemen Pemasaran
View Archive Info| Field | Value | |
| Title |
EXPERIENTIAL MARKETING (SEBUAH PENDEKATAN PEMASARAN)
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| Creator |
Andreani, Fransisca
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| Subject |
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experiential marketing, sense, feel, think, act, relate, brand awareness, brand perception, brand equity, brand loyalty, purchasing decision |
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| Description |
Experiential marketing ia an approach in marketing which has been done from the old time till today. As time goes by and technology grows faster, marketers emphasize this approach as a very effective tool to differentiate their products with their competitors’. In experiential marketing, customers are able to differentiate one product or service with another since they experience themselves directly in the process of selecting and consuming the product or service using five approaches, such as sense, feel, think, act and relate. Experiential marketing is very effective for the marketers to build brand awareness, brand perception, brand equity, and brand loyalty, or even purchasing decision of their customers. Therefore, they have to be careful in chosing the right way and appropriate media so that the objective of marketing can be achieved as expected. Abstract in Bahasa Indonesia: Abstrak: Experiential marketing merupakan sebuah pendekatan dalam pemasaran yang sebenarnya telah dilakukan sejak jaman dulu hingga sekarang oleh para pemasar. Pendekatan ini dinilai sangat efektif karena sejalan dengan perkembangan jaman dan teknologi, para pemasar lebih menekankan diferensiasi produk untuk membedakan produknya dengan produk kompetitor. Dengan adanya experiential marketing, pelanggan akan mampu membedakan produk dan jasa yang satu dengan lainnya karena mereka dapat merasakan dan memperoleh pengalaman secara langsung melalui lima pendekatan (sense, feel, think, act, relate), baik sebelum maupun ketika mereka mengkonsumsi sebuah produk atau jasa. Experiential marketing sangat efektif bagi pemasar untuk membangun brand awareness, brand perception, brand equity, maupun brand loyalty hingga purchasing decision dari pelanggan. Oleh karena itu pemasar juga harus berhati-hati dalam memilih sarana yang benar dan media yang tepat agar tujuan pemasaran dapat tercapai seperti yang diharapkan. Kata kunci: experiential marketing, sense, feel, think, act, relate, brand awareness, brand perception, brand equity, brand loyalty, purchasing decision |
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| Publisher |
Institute of Research and Community Outreach - Petra Christian University
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| Contributor |
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| Date |
2009-03-12
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion — |
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| Format |
application/pdf
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| Identifier |
http://jurnalpemasaran.petra.ac.id/index.php/mar/article/view/17009
10.9744/pemasaran.2.1. |
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| Source |
Jurnal Manajemen Pemasaran; Vol 2, No 1 (2007): APRIL 2007
2597-615X 1907-235X |
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| Language |
eng
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| Relation |
http://jurnalpemasaran.petra.ac.id/index.php/mar/article/view/17009/16987
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| Coverage |
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