scholarly journals Pengaruh Experiental Marketing Dan Brand Image Terhadap Kepuasan Konsumen Pada Eiger Store Sorong

2021 ◽  
Vol 4 (1) ◽  
pp. 8
Author(s):  
Jumarni Muhammad Saleh ◽  
Wisang Candra Bintari ◽  
Muhammad Ali
Keyword(s):  
Brand Image ◽  
Experiential Marketing

Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing dan brand image secara simultan terhadap kepuasan pelanggan di Eiger Store Sorong. Penelitian ini merupakan penelitian kuantitatif dengan pendekatan deskriptif korelasional. Populasi dalam penelitian ini adalah konsumen Toko Eiger Sorong. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah accidental sampling dengan jumlah sampel 67 konsumen. Teknik pengumpulan data berupa angket, wawancara, dokumentasi, dan observasi. Teknik analisis data yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa terdapat pengaruh secara simultan Experiential Marketing dan Brand Image terhadap Kepuasan Pelanggan pada Eiger Store Sorong. Hal ini ditunjukkan dengan nilai F hitung sebesar 40,491 dan signifikansi 0,000 < 0,05. Koefisien determinasi (R2) sebesar 0,561 atau 56,1%.

Experiential marketing, brand image and brand loyalty: a case study of Starbucks

2020 ◽  
Vol 123 (1) ◽  
pp. 209-223
Author(s):  
Wen-Jung Chang
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Eating Habits ◽  
Experiential Marketing ◽  
Content Type ◽  
Available Information ◽  
The Relationship

PurposeDue to the internationalization that has occurred during the past few decades, the living conditions of people around the island of Taiwan have gradually changed, especially their eating habits. Among them, the growth of the coffee market has been very significant. To date, many studies have been devoted to exploring the application of experiential marketing (EM) in a variety of industries. Many experimental results have proven that a positive brand image (BI) will lead to brand loyalty (BL). In services, the best at the practice of EM is Starbucks. Therefore, this paper aims to assess the role of BI in EM and BL for Taiwan’s most popular brand, Starbucks.Design/methodology/approachIn the formal test stage, 225 questionnaires were given to respondents in Starbucks located in four districts (Da-An, Zhong-Zheng, Nei-Hu and Xi-Yin), which have many more stores than the other districts in Taipei City. Two hundred valid samples were obtained. This study used structural equation modelling (SEM) to validate the relationships among EM, BI and BL.FindingsThe findings show that EM cannot directly impact BL as expected, as it needs BI to do so. In other words, BI acts a complete mediator in the relationship between EM and BL.Practical implicationsIn this study, BI acts a complete mediator. This means that if Starbucks expects to improve consumers’ loyalty to the brand, it only needs to rely on the good overall image of the brand. Facing such business style homogeneity, people need some available information to help them to execute their following purchase decisions. Though Starbucks can bring me to its locations, meaning that Starbucks has made its first move in comparison with other competitors, I still decide to leave without any impressive image of this brand. Accordingly, we can refer to BI as a powerful endorsement of a qualified relationship between EM and BL.Originality/valueCompared to past studies on Taiwan’s/Taipei’s Starbucks, this paper simultaneously inputs EM, BI and BL into the model. Though Starbucks has achieved great EM success, this study finds that EM is no longer exclusive to BL, and BI is a powerful endorsement of a qualified relationship between EM and BL. For Starbucks, it must strengthen consumer perceptions of its BI to create customer loyalty.

Mobile Business and Mobile TV

2010 ◽  
pp. 457-467
Author(s):  
Marco Garito
Keyword(s):  
Technology Development ◽  
Brand Image ◽  
Mobile Marketing ◽  
Mobile Tv ◽  
Mobile Business ◽  
Business Services ◽  
Experiential Marketing ◽  
Sense And Respond ◽  
Revenue Models ◽  
The Way

The increasing availability of affordable mobile business services (or “m-services”) across different telecommunication carriers and platform is now a reality that is changing the way customers perceive products and solutions: mobile TV, one of the latest m-services, can be now seen either as a stand-alone channel or in conjunction with other media, thus providing several levels of engagement and interaction. Marketeers are now talking about “experiential marketing” to explain how customers and businesses are now reacting to market stimuli: Philip Kotler talked about “sense and respond” in his book “Marketing moves”. Technology development is now taking a step forward enabling customers to be users and creators of products, services and brand image. This chapter provides and overview about traditional mobile marketing and mobile TV, describing how those interact and how business can be affected in some crucial areas: platform interoperability and revenue models. Some real examples of mobile initiatives are also provided.

scholarly journals MENCIPTAKAN PENGALAMAN KONSUMENDENGAN EXPERIENTIAL MARKETING

2019 ◽  
Vol 1 (1) ◽  
Author(s):  
Yoyon Safrianto
Keyword(s):  
Brand Image ◽  
Purchasing Decisions ◽  
Experiential Marketing ◽  
Brand Product

AbstractExperiential marketing gives customers an opportunity to engage and interact with brands,products, and services in sensory ways that provide the icing on the cake of providing information. Personalexperiences help people connect to a brand and make intelligent and informed purchasing decisions. Theterm “experiential marketing” refers to actual costomers esperiences with the brand/product/services thatdrive sales and increase brand image and awareness through sense, feel, think, act, and relate to Companyand Brands. It’s difference between telling people about features of product or service and letting themexperience the benefits for themselves. When done right, it’s the most powerfull tool out there to win brandloyalty.Keywords: sense, feel, think, act, and relate

scholarly journals MEMBANGUN LOYALITAS PELANGGAN MELALUI KEPUASAN YANG DIPENGARUHI OLEH KUALITAS PRODUK, BRAND IMAGE DAN EXPERIENTIAL MARKETING

2021 ◽  
Vol 9 (1) ◽  
pp. 61-73
Author(s):  
M . Trihudiyatmanto
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Goodness Of Fit ◽  
Brand Image ◽  
Equation Modeling ◽  
Experiential Marketing ◽  
Purposive Sampling

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, brand image, dan experiential marketing terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening. Loyalitas pelaggan sangat penting bagi perkembangan sebuah perusahaan, karena dengan adanya loyalitas mampu meningkatkan laba perusahaan. Sampel penelitian ini adalah mahasiwa fakultas ekonomi dan bisnis Unsiq pengguna sepeda motor merek Honda. Jumlah sampel sebanyak 100 responden dengan purposive sampling melalui kuesioner dengan skala likert. Metode analisis menggunakan SEM (Structural Equation Modeling) dengan pengujian hipotesis Goodness of Fit. Hasil penelitian ini menunjukkan bahwa kualitas produk dan brand image berpengaruh positif signifikan terhadap kepuasan pelanggan, experiential marketing tidak berpengaruh terhadap kepuasan pelanggan. Kualitas produk, brand image, dan kepuasan berpengaruh positif signifikan terhadap loyalitas pelanggan, experiential marketing tidak berpengaruh terhadap loyalitas pelanggan. Experiential marketing berpengaruh positif terhadap loyalitas pelanggan dengan kepuasan sebagai variabel intervening, kualitas produk dan brand image tidak berpengaruh terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening.

scholarly journals PENG ARUH BRAND IMAGE DAN EXPERIENTIAL MARKETING TERHADAP CUSTOMER SATISFACTION (STUDI PADA HOTEL OYO SURABAYA)

2021 ◽  
Vol 5 (1) ◽  
pp. 25
Author(s):  
Ilham Anjas Wahyudi
Keyword(s):  
Customer Satisfaction ◽  
Brand Image ◽  
Hypothesis Test ◽  
Field Research ◽  
Likert Scale ◽  
Experiential Marketing ◽  
Marketing Influence ◽  
Independent Variable

Penelitian ini bertujuan untuk mengetahui adakah pengaruh antara brand image dan experiential marketing sebagai variabel independen terhadap kepuasan pelanggan sebagai varibel dependen pada hotel OYO di Surabaya. Penelitian ini menggunakan metode quantitative dengan responden 110 orang yang berusia 18 – 50 tahun. Kuesioner one-on-one diterapkan pada pelanggan hotel OYO yang pernah menginap minimal 1 kali di hotel OYO di Surabaya. Setelah dilakukan uji validitas dan reliabilitas indikator penelitian, maka dilakukan uji hipotesis. Teknik analisis data yang digunakan adalah regresi linier berganda. Instrumen penelitan berupa observasi, wawancara, dan kuesioner dianalisis menggunakan skala likert. Hasil peenlitian menunjukkan bahwa citra merek tidak berpengaruh terhadap kepuasan konsumen, tetapi berbeda dengan experiential marketing yang berpengaruh positif terhadap kepuasan konsumen. This study aims to research is there any influence between brand image and experiental marketing as independent variable to customer satisfaction as  dependent variable in OYO Hotels in Surabaya. This study used quantitavie method and  using 110 people as a respondents with a vulnerable age of 18-50 years. In the context of this field research, an one-on-one quistionnare has been applied on customer OYO hotels people who have stay at least 1 time in OYO Hotels in Surabaya. After testing the validation and reliability of the research indicators, a hypothesis test was conducted. The technique to analyse of this research was regression linier. Instrument this research are observation, interview, and questionniare that analyzed using likert scale This research’s result showed that brand image does not influence customer satisfaction, but the different result was founded thah experiential marketing influence significantly to customer satisfaction.

scholarly journals ANALISIS PENGARUH KUALITAS PRODUK KOPI DAN TERHADAP BRAND IMAGE 45 GRAHA COFFEE SHOP SIDOARJO

2021 ◽  
Vol 6 (2) ◽  
pp. 1-10
Author(s):  
Ludy Roosandianto Permadi
Keyword(s):  
Least Squares ◽  
Partial Least Squares ◽  
Brand Image ◽  
Coffee Shop ◽  
Experiential Marketing ◽  
Probability Sampling ◽  
Purposive Sampling

Penelitian yang dilakukan ini bertujuan untuk mengetahui pengaruh dari Kualitas Produk minuman Kopi Dan Experiential Marketing terhadap Brand Image 45 Graha Coffee Shop yang berlokasi di Sidoarjo. Jumlah sampel yang diambil sebanyak 115 responden dengan metode pengambilan sampling menggunakan Non-Probability Sampling, Penentuan sampel yang digunakan dalam penelitian ini yaitu dengan metode purposive sampling dengan beberapa kriteria yang ditentukan. Pengumpulan data dalam penelitian ini dilakukan melalui penyebaran kuesioner yang diberikan kepada responden yaitu konsumen yang berkunjung dan menikmati minuman kopi di 45 Graha Coffee Shop. Teknik analisis yang digunakan yaitu Uji Validitas, Uji Reabilitas dan Uji Hipotesis dengan menggunakan aplikasi Partial least squares (PLS). Berdasarkan dari hasil penelitian yang dilakukan dapat disimpulkan bahwa secara signifikan yaitu: Variabel 1) Kualitas Produk (X1) memiliki pengaruh positif terhadap Variabel Brand Image (Y). 2) Variabel Experiential Marketing (X2) memiliki pengaruh positif terhadap Variabel Brand Image (Y) pada 45 Graha Coffee Shop yang berlokasi di Sidoarjo. Kata Kunci: Kualitas Produk ; Experiential Marketing; Brand Image Image.

The Effect of Experiential Marketing and Brand Image on Customer Satisfaction

2020 ◽  
Vol 4 (2) ◽  
pp. 164-175
Author(s):  
Syafira Dzikria Alfiani ◽  
Indira Rachmawati
Keyword(s):  
Customer Satisfaction ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Quantitative Methods ◽  
Brand Image ◽  
Equation Modeling ◽  
Experiential Marketing ◽  
Analysis Technique ◽  
Unique Experience ◽  
A Company

Consumer satisfaction is important for a company. In an effort to meet customer satisfaction, many efforts can be done such as providing an unforgettable experience for consumers and creating a good brand image in the eyes of consumers. Garuda Indonesia is a company that applies the Garuda Indonesia Experience concept, which is a concept that is applied to provide a unique experience in an effort to gain customer satisfaction. This research method uses quantitative methods with purposive sampling and takes a total of 400 samples obtained through Google Form. The data analysis technique used is Structural Equation Modeling with LISREL. Based on the results of this study, the results show that experiential marketing has a positive and significant effect on customer satisfaction, brand image has a positive and significant effect on customer satisfaction, and experiential marketing and brand image have an effect on simultaneously customer satisfaction of Garuda Indonesia airlines.

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