Niat Melakukan Word of Mouth Positif oleh Guru Sebagai Opinion Leader Siswa SMU Kelas XII Berdasarkan Experiental Marketing dari Sebuah Perguruan Tinggi X (PT.X) di Bandung  

Oleh:

Prabawanti, Benedicta Evienia ; Sitanggang, Marsiana Luciana

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: Telaah Manajemen: Jurnal Riset & Konsep Manajemen vol. 7 no. 1 (May 2012), page 1-18.
Topik: Experience Environment; Personalized Experience; Experience Network; JABFUNG-BEP-2015-03
Fulltext: 1-18 (Bernard).pdf (8.23MB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: TT32.4 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

Experience is one of the strategies that may be made to create consumers perception. Experiential marketing that was sparked by Bernd H. Schmitt is an effort in packaging product which gives an emotional experience to consumers when they consume their needed products and therefore can make an impressed long-lasting memory. The experience that touches consumers emotion will affect consumers perception. This perception will create an attitude and the attitude will form an act. The consumers satisfaction is one of the attitudes that supports words of mouth. Based on the situation, the writer conducted a research about experiential marketing that is applied by PT.X and the influence on the will of the leader's opinion in applying words of mouth to senior high school students. In creating a positive experience in a co-creation experience, Universities can develop an experience environment, personalized experience, and experience network.

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