ANALISIS FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP EXPERIENTIAL MARKETING

Surenggono, Surenggono (2018) ANALISIS FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP EXPERIENTIAL MARKETING. STIE Mahardhika. (Unpublished)

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Abstract

Increasingly fierce global competition requires companies to be sensitive to changes in the marketplace. The new concept in marketing practice known as experiential marketing is more oriented towards the psychological approach of consumers so that it can evoke positive emotions from customers. The purpose of this study to determine the effect of controlable and uncontrolable factors for the store to experiential marketing. The sample of this research is potential consumers of fashion clothing products, have been working, age more than 25 years in the area of Surabaya and Malang. The total sample is 311 people. The independent variables include uncontrolable factors in the form of demographic variables (age, gender, education, marital status and ethnicity) and controlable factors in the form of storehouse and store location variables, and the experiential variables are experiential marketing. Data analysis techniques used are: multiple linear regression, independent sample t test and one way anova. The results showed that store atmosphere and store location have a significant effect on experiential marketing. Gender and tribes also have a significant effect on experiential marketing. The implication of this research is that stores should improve the atmosphere of their stores by: providing a large space, neat product arrangement and 302 Media Mahardhika Vol. 16 No. 3 Mei 2018 grouped by type. Products tailored to the wishes of women because women experiental marketing is higher than men, so it needs to be provided products that pay attention: neatness stitches, unique accessories and trend design clothes. In addition, the Javanese tribe has more experiental marketing compared with the Madurese, so the store needs to pay attention to the various cultures of various tribes by way of employee performance using various custom clothes at certain events, playing traditional music such as Javanese Gamelan, Angklung Sunda, and other instrumental from various tribes. Keywords: Culture, Demography, Experiential marketing, Store location, Store Atmosphere

Item Type:	Other
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Economic and Business > Accounting Study Program
Depositing User:	Sulimin BP3
Date Deposited:	24 Jun 2023 11:07
Last Modified:	24 Jun 2023 11:07
URI:	http://erepository.uwks.ac.id/id/eprint/14853

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