Analisis EXPERIENTIAL MARKETING Terhadap Brand Loyalty Pada Arena Bermain X

Syahliandra, Dibya Sasmaya (2012) Analisis EXPERIENTIAL MARKETING Terhadap Brand Loyalty Pada Arena Bermain X. S1 thesis, STIE Indonesia Banking School.

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Abstract

Experiential marketing may have advantages in some situations, including preventing decline in the brand, to differentiate products with competitors products, to create the image and corporate identity, to promote innovation and lead to a trial, purchase, and the most important thing is loyalty. Therefore, experiential marketing is very effective for marketers to build brand loyalty through the aspects of sense, feel, think, act and relate. Application of marketing experience in the marketing world in Indonesia today is enough to play, seen from marketing awards are often organized by various institutions in the domestic market. "Arena Bermain X" is a brand or company that tries to offer experiences to children through playground service. "Arena Bermain X" is its own award winning "The Best Experiential Marketing" in 2009 and 2010 Marketing Award. This study uses six variables: sense, feel, think, act, relate and brand loyalty. The population for this study is “Arena Bermain X” customers, and samples are taken from only 100 persons. Calculations and analysis used to determine a direct relationship between the independent variables consisted of sense, feel, think, act and relate with the dependent variable that is brand loyalty either partially or simultaneously. The result of calculation and analysis show that there is a significant, positive and unidirectional between each independent variable (sense, feel, think, act, and relate) to the dependent variable (brand loyalty) either partially or simultaneously. Also found that consumers "Arena Bermain X" is at the most satisfied buyers. Keywords: experiential marketing, sense, feel, think, act, relate, brand loyalty.

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: KODEPRODI61201#Manajemen
Depositing User: Ms Dyta Medina
Date Deposited: 13 Nov 2020 06:40
Last Modified: 13 Nov 2020 06:40
URI: http://repository.ibs.ac.id/id/eprint/1213

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