DAMPAK EXPERIENTIAL MARKETING TERHADAP MINAT BELI PRODUK IKEA

Nurvica Rosady, Suharyanti Suharyanti, M. Th. Anitawati

Abstract


In an era of increasingly fierce competition coupled with the emergence of various kinds of information sources, producers must be able to build good marketing communication to promote their products so the quality and the uniqueness of the product can be known by consumers. One of the promotional tools that can be used is experiential marketing which has 5 types of experience, sense, feel, think, act and relate called SEMs (Strategic Experience Modules) ). This study aims to look at the effect of experiential marketing on the purchase intention of IKEA products. The population is consumers who have visited the IKEA store and are over 22 years old. A sample of 100 people was obtained by purposive sampling. Using multiple regression analysis the results showed that sense and act influence significantly on purchase intention, and the influence of sense is greater than the act. However, independent variables all together affect purchase intention. The ability of independent variables to explain variations in purchase intention is very low. Therefore other additional independent variables are needed in further research.

 

To cite this article (7th APA style):

Rosady, N., Suharyanti, & Anitawati, M. Th. (2019). Dampak Experiential Marketing terhadap Minat Beli Produk IKEA [The Impact of Experiential Marketing on Purchase Intention of IKEA Product]. Journal Communication Spectrum, 9(2), 176-188. http://dx.doi.org/10.36782/jcs.v9i2.1986

Keywords


Sense; Feel; Think; Act; Relate

References


Chandra, H. (2008). Marketing untuk orang awam. Maxikom.

Chang, T.Z. & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(1), 16-27.

Dodds, W., Monroe, K., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28, 307-319.

Engel, J., Kollat, D., & Blackwell, R. (1995). Customer behavior (8th ed.). Dryden Press.

Holbrook, B., & Hirschman, C. (1982). The experiential aspects of consumption: Consumer fantasies, feeling, and fun. Journal of Consumer Research, 9, 132-140.

Hulten, B., Broweus, N., & Van Diyk, M. (2009). Consumer behavior. Palgrave-Macmillan.

International Experiential Marketing Association (2012). www.experientialforum.com.

Khan, I., & Rahman, Z. (2015). Influence of experiential marketing on customer purchase intention: A study of the passenger car market. Management and Labour Studies, 39(3), 319-328. http://doi.org/10.1177/0258042X15572411

Kotler, P., & Amstrong, G. (2008). Principles of Marketing (5th ed.). Pearson Education.

Kotler, P., & Keller, K. (2012). Marketing management (14th ed.). Pearson Education.

Liang, j.-L., Chen, Y.-Y., Duan, Y., Ni, J.-J., & Jinwen. (2013). Gender differences in the relationship between experiential marketing and purchase intention. The Journal of International Management Studies, 8(1), 10-19.

Munthiu, M.-C. (2009). The buying decision process and types of buying decision behavior. Sibiu Alma Mater University Journals. Series A, Economic Sciences, 2(4), 27-33.

Nasermoadeli, A., Ling, K. C. & Maghnati, F. (2013). Evaluating the impacts of customer experience on purchase intention. International Journal of Business and Management, 8(6), 128-138. http://doi.org/10.5539/ijbm.v8n6p128

Pine, I. & Gilmore, J. (1999). The experience economy: Work is theatre and every business is a stage. Harvard Business School Press.

Schiffman, L. & Kanuk, L. (2000). Consumer behavior. Prentice Hall.

Schmitt, B. (1999). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. New York: Free Press.

Sekaran, U., & Bougie, R. (2010). Research methods for business: A skill-building approach (5th ed.). John Wiley & Sons Ltd.

Silalahi, U. (2012). Metode penelitian sosial (Volume Ke-3). Refika Aditama.

Todorova, G. (2015). Marketing communication mix. Trakia Journal of Sciences, 13(1), 368-374. http://doi.org/10.15547/tjs.2015.s.01.063

Verhoef, P.; Verhoef, P.C.; Lemon, K.N.; Parasuraman, A.; Roggeveen, A.; Tsiros, M.; Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics, and management strategies. Journal of Retailing, 85(1), 31-41. http://doi.org/10.1016/j.jretai.2008.11.001

Wijaya, B. S. (2011). Model Komunikasi Berasa dalam Komunikasi Pemasaran: Studi mengenai Iklan Ambient Media dalam Meraih Kepercayaan Khalayak Konsumen. Journal Communication Spectrum, 1(1), 55-74

Wijaya, B. S. (2016a). The ‘Realness’ Discourse of a Political Leader: A Komunikasi Berasa Perspective. Journal of Government and Politics, 7(2), 310-340. http://doi.org/10.18196/jgp.2016.0031/310-340

Wijaya, B. S. (2016b). Brand Activation dan Komunikasi Berasa. Majalah MIX, 10(13), 42

Yang, C.-Y. (2009). The study of repurchase intentions in the experiential marketing-An empirical study of the franchise restaurant. International Journal of Organizational Innovation, 2(2), 245-261.

Yang, Z.-Y. & He, L.-Y. (2011). The goal, customer experience, and purchase intention in a retail context in China: An empirical study. African Journal of Business Management, 5(16), 6738-6746. http://doi.org/ 10.5897/AJBM10.1287


Full Text: PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.


Indexed by:

http://journal.bakrie.ac.id/public/site/images/bambang/sinta-333_120 http://journal.bakrie.ac.id/public/site/images/bambang/doaj_120_02 http://journal.bakrie.ac.id/public/site/images/bambang/base_120 http://journal.bakrie.ac.id/public/site/images/bambang/ebsco_120http://journal.bakrie.ac.id/public/site/images/bambang/crossref_120. http://journal.bakrie.ac.id/public/site/images/admin/googlescholar_logo_120 http://journal.bakrie.ac.id/public/site/images/bambang/wcd_120http://journal.bakrie.ac.id/public/site/images/admin/garuda1_120_01 http://journal.bakrie.ac.id/public/site/images/admin/neliti-blue_02_120 http://journal.bakrie.ac.id/public/site/images/bambang/wroad_120 http://journal.bakrie.ac.id/public/site/images/bambang/news-217_120 http://journal.bakrie.ac.id/public/site/images/bambang/scilit_120 http://journal.bakrie.ac.id/public/site/images/bambang/onesearch_1_160 http://journal.bakrie.ac.id/public/site/images/bambang/mas_176

Archived in:

http://journal.bakrie.ac.id/public/site/images/bambang/imperial_120 http://journal.bakrie.ac.id/public/site/images/bambang/aut_120 http://journal.bakrie.ac.id/public/site/images/bambang/leiden_120 http://journal.bakrie.ac.id/public/site/images/bambang/t_lib_120 http://journal.bakrie.ac.id/public/site/images/bambang/bu-lib_120 http://journal.bakrie.ac.id/public/site/images/bambang/m_libraries_120 http://journal.bakrie.ac.id/public/site/images/bambang/565_2_120 http://journal.bakrie.ac.id/public/site/images/bambang/harvard_lib_120

Listed in:

http://journal.bakrie.ac.id/public/site/images/bambang/iamcr_120

INTERNATIONAL ASSOCIATION FOR MEDIA AND COMMUNICATION RESEARCH