PENGARUH PENERAPAN KONSEP PENDEKATAN EXPERIENTIAL MARKETING DALAM MENINGKATKAN KEPUASAN PENGUNJUNG DI FACTOY OUTLET FASHION WORLD BANDUNG
| Main Author: | Irani, Siti Yulia |
|---|---|
| Format: | Article info application/pdf |
| Bahasa: | eng |
| Terbitan: |
JURNAL BARISTA
, 2014
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| Online Access: |
http://stp-bandung.ac.id/ejournal/index.php/v01/article/view/5 http://stp-bandung.ac.id/ejournal/index.php/v01/article/view/5/5 |
Daftar Isi:
- Abstrak: Penelitian ini bertujuan untuk (1) menerapkan konsep pendekatan experiential marketing yang telah dilaksanakan oleh manajemen factory outlet Fashion World, dan (2) memberikan gambaran tentang kepuasan pengunjung yang datang untuk melakukan aktivitas belanja serta menganalisis pengaruh penerapan konsep pendekatan experiential marketing tersebut dalam upaya meningkatkan kepuasan pengunjung yang datang ke factory outlet Fashion World Bandung. Metode penelitian yang digunakan yaitu deskriptif analitis. Responden dalam penelitian ini yaitu pengunjung yang datang ke factory outlet Fashion World Bandung sebanyak 100 orang. Teknik pengumpulan data menggunakan studi kepustakaan, dan studi lapangan dengan menggunakan teknik observasi, wawancara dan penyebaran kuesioner. Teknik analisis data yang digunakan adalah analisis kualitatif dan analisis statistik. Analisis Kualitatif meliputi analisis skor responden, sedangkan analisis statistik meliputi analisis jalur (path analysis). Hasil pengolahan data penelitian menunjukan bahwa Strategic Experiential Modules (SEMs) yang terdiri dari sense experience, feel experience, think experience, act experience, dan relate experience sudah mencapai hasil yang baik dan berpengaruh terhadap kepuasan pengunjung. Kata-Kata Kunci : wisata belanja, experiential marketing, kepuasan pelanggan Abstract: This study aims to determine the application of the concept of experiential marketing approaches that have been implemented by management factory outlet. Fashion World and give visitors an idea of the satisfaction that comes for shopping activity and analyzing the effect of the concept of experiential marketing approach in order to improve the satisfaction of visitors coming to the factory outlet Fashion World Bandung. The research method used is descriptive analysis. Respondents in this study were the visitors who came to the Fashion World Bandung factory outlets of 100 respondents. Data collection techniques used is literature studies. While for the field studies are using observation, interview and questionnaire distribution. The data analysis technique used is the analysis of qualitative and statistical analysis. Qualitative analysis includes scores of respondents, while the statistical analysts covering path analysis (path analysis).The results showed that the data processing Strategic Experiential Modules (SEMs) consisting of sense experience, feel experience, think experience, act experience, and relate experience already achieved good results and the effect on visitor satisfaction. Key Words: shopping tourism, experiential marketing, customer satisfaction.