Pengaruh Aspek "Sense" & "Feel" dan Experiential Marketing pada Kasus Soto Gebrak  

Oleh:

Rahmawati

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: Jurnal Ekonomi dan Bisnis vol. 3 no. 2 (Aug. 2003), page 109-121.
Topik: Soto Gebrak; Utility; Sense; Experiential Marketing; Feel
Fulltext: Rahmawati.pdf (871.53KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ100.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Nowadays, there are many various brands around us and the number of the brands are getting more and more day by day. The increasing number of these brands sometimes makes confusion among the consumers because all the brands have similar characteristics. To cope the problem, marketers should create differentiation strategy for their product or service. One of the solutions is implementing experiential marketing aspect. With the new approach marketers create the product and service which can touch the five senses of the consumers, touch the heart and stimulate consumer’s mind. Those stimulants can create experience for the consumers and finally become a memory to be shared to their close relative and friend. This research is testing the difference between consumer behavior which has experiential marketing aspect and who does not have experiential marketing aspect (case: soto consumers). The research purpose is to prove the soto which has experiential marketing aspect has longer utility than ordinary soto.

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