Strategi Expriential Marketing pada Brand Awareness Toko Alat Tulis Makadata
DOI:
https://doi.org/10.37385/msej.v7i4.10772Keywords:
Pemasaran Pengalaman, Kesadaran Merek, Ritel Alat Tulis, Pengalaman Pelanggan, Kesetiaan MerekAbstract
Tujuan penelitian ini adalah untuk mempelajari strategi pemasaran experiential yang dapat meningkatkan kesadaran merek Toko Alat Tulis Makadata di Surabaya. Penelitian ini mengungkap lima dimensi experiential marketing yang efektif: stimulasi multisensori, keterlibatan emosional, interaksi kognitif, partisipasi aktif, dan keterikatan sosial. Pendekatan kualitatif digunakan melalui wawancara mendalam, observasi partisipatif, dan analisis data tematik. Hasil penelitian menunjukkan bahwa acara sederhana seperti lomba mewarnai, workshop kreatif, dan program member eksklusif dapat membuat pengalaman pelanggan yang signifikan dan meningkatkan recall merek hingga 60%. Namun, masalah seperti ruang toko yang terbatas dan konten digital yang tidak interaktif masih perlu ditangani. Salah satu konsekuensi praktis dari penelitian ini adalah saran tentang cara mengoptimalkan integrasi pengalaman offline-online dan memperkuat komunitas pelanggan.
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