Edris, Mochamad (2009) Pemasaran Toyota Kijang Innova melalui Pendekatan Experiental Marketing. Sosial Budaya, 3 (2). ISSN 1979-6889

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Abstrak

ABSTRAK: Experiential marketing merupakan sebuah pendekatan dalam pemasaran yang lebih menekankan diferensiasi produk untuk membedakan produknya dengan produk kompetitor. Dengan adanya experiential marketing, pelanggan akan mampu membedakan produk dan jasa yang satu dengan lainnya karena mereka dapat merasakan dan memperoleh pengalaman secara langsung melalui lima pendekatan (sense, feel, think, act, relate), baik sebelum maupun ketika mereka mengkonsumsi sebuah produk. Pengalaman yang dirasakan pelanggan sangatlah unik dan memberikan dampak yang berbeda dalam proses pemasaran, sehingga perlu diketahui variabel yang memiliki nilai tertinggi dalam membentuk experiential marketing pembeli mobil Toyota Kijang Innova di kota Kudus. Hasil analisis dengan menggunakan rentang skala pada masing-masing skor rata-rata dari dimensi pendekatan experiential marketing diketahui bahwa variabel tertinggi yang membentuk experiential marketing yaitu: pertama feel, kedua relate, ketiga think, keempat sense, dan kelima act. Dari dimensi variabel atribut produk dapat diketahui variabel tertinggi yang membentuk experiential marketing yaitu: pertama kinerja, kedua kualitas relatif, ketiga tingkat pelayanan, keempat keindahan, kelima ukuran standar, keenam penampilan fisik, ketujuh kehandalan, dan kedelapan daya tahan. Dari dimensi marketing mix diketahui variabel tertinggi yang membentuk experiential marketing yaitu: pertama produk, kedua promosi, ketiga distribusi, dan keempat harga. ABSTRACT: Experiential marketing ia an approach in marketing which has been done from the old time till today. As time goes by and technology grows faster, marketers emphasize this approach as a very effective tool to differentiate their products with their competitors’. In experiential marketing, customers are able to differentiate one product or service with another since they experience themselves directly in the process of selecting and consuming the product or service using five approaches, such as sense, feel, think, act and relate. Perceived customer experience is very unique and distinct impact in the marketing process, so please note that the variable has the highest value of experiential marketing in shaping the car buyer Toyota Kijang Innova in the Kudus city. Results of analysis using a range of scales on each of the average score of the dimensions of experiential marketing approach is known that the highest variable form of experiential marketing: first feel, second relate, third think, fourth sense, and the fifth act. Variable dimensions of product attributes may be unknown variables that make up the highest of experiential marketing: first performance, second the quality relative, the third level of service, fourth beautiful, fifth standard sizes, the sixth the physical appearance, seventh reliability, and eighth durability. From the known dimensions of marketing mix variables that make up the highest of experiential marketing: first product, second the promotion, third distribution, and fourth the price.

Item Type:	Article
Kata Kunci:	experiential marketing, product attributes, marketing mix. experiential marketing, product attributes, marketing mix.
Subjects:	Ilmu-ilmu Sosial > Perdagangan. Perniagaan > Pemasaran. Distribusi produk
Depositing User:	Users 388 not found.
Date Deposited:	14 May 2012 05:31
Last Modified:	14 May 2012 05:31
URI:	http://eprints.umk.ac.id/id/eprint/147

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