Pengaruh Experiential Marketing Terhadap Keputusan Pembelian Smartphone Xiaomi

Abstract

Penelitian ini dilatar belakangi oleh semakin besarnya nama perusahaan Xiaomi di dalam pasar smartphone khususnya di Indonesia. Experiential marketing adalah salah satu strategi pemasaran yang saat ini digunakan oleh banyak perusahaan termasuk Xiaomi. Strategi pemasaran yang tidak sekedar menawarkan produk saja, tetapi juga dengan melakukan pendekatan pengalaman dengan memerhatikan unsur (sense, feel, think, act dan relate). Penelitian ini dimaksudkan untuk mengetahui dan menganalisa pengaruh dari sense, feel, think, act dan relate terhadap keputusan pembelian smartphone Xiaomi. Populasi dalam penelitian ini adalah mahasiswa pengguna smartphone Xiaomi di STIE PGRI Dewantara Jombang. Sampel dalam penelitian ini berjumlah 85 mahasiswa yang diambil dengan teknik accidental sampling. Metode analisis data dalam penelitian ini menggunakan analisis linier berganda. Hasil penelitian ini menunjukkan bahwa variabel sense, feel, think, act dan relate berpengaruh positif signifikan terhadap keputusan pembelian. Kesimpulan dari penelitian ini adalah semakin kuat variabel experiential marketing (sense, feel, think, act dan relate) yang dirasakan konsumen terhadap smartphone Xiaomi, maka akan semakin baik pengaruhnya terhadap keputusan pembelian smartphone.

The Influence of the Experiential Marketing Approach on the Decision to Use Products and Services in Bank Syariah Indonesia (BSI) Customers, Abdullah Silondae 2 Branch Office, Kendari City

“…Based on the results of this research hypothesis, the accepted hypothesis is in accordance with research that has been conducted by previous researchers who explained that Experiential Marketing influences Purchase Decisions made by (Syahadat, 2018) and (Budiarto & Pancaningrum, 2019). (Shahadat, 2018) conducted research on the Effect of Experiential Marketing as a marketing strategy at Starbucks Coffee on purchasing decisions, the results of research conducted by (Syahadat, 2018) found that the experiential marketing variable had a positive and significant effect on purchasing decisions at Starbucks Coffee.…”

“…(Shahadat, 2018) conducted research on the Effect of Experiential Marketing as a marketing strategy at Starbucks Coffee on purchasing decisions, the results of research conducted by (Syahadat, 2018) found that the experiential marketing variable had a positive and significant effect on purchasing decisions at Starbucks Coffee. (Budiarto & Pancaningrum, 2019) also conducted research that discussed the effect of Experiential Marketing on Xiaomi smartphone purchasing decisions, the results obtained from this study were that there was also a positive and significant influence between experiential marketing on Xiaomi smartphone purchasing decisions.…”

Experiential Marketing Strategy And Its Influence On Brand Identity In The Café Business

“…Brand identity is very important for companies, many researchers observe how to improve brand identity or what factors affect it. One of them is Budiarto (2019) revealed that experiential marketing affects purchasing decisions on smartphones [3]. The research focused on one of the smartphone products, while our research focused on the café industry.…”

“…Several previous studies have revealed that experiential marketing programs can influence purchasing decisions [3], customer satisfaction [4], customer loyalty [5][6] [7][8], brand image [9][10], revisit intention [11], and repurchase intention [12], however, no one has yet examined its effect on brand identity. In fact, in the opinion of Sankaran (2010) stated that if the company can provide a good experience to customers, it will be able to provide positive emotions to these customers so that it can increase product identity [1].…”

Pengaruh Experiential Marketing dan Desain Produk terhadap Kepuasan Konsumen dengan Keputusan Pembelian sebagai Variabel Intervening pada Konsumen Smartphone Xiaomi di Yogyakarta

“…Experiential marketing adalah salah satu konsep dari marketing modern dengan strategi-strategi pemasaran yang dilakukan dengan pendekatan secara emosional kepada konsumen (Budiarto & Pancaningrum, 2020). Experiential marketing merupakan konsep pemasaran yang telah dilakukan sejak dahulu hingga saat ini, karena pendekatan ini dinilai efektif dan sesuai dengan perkembangan zaman, teknologi (Yuliawan & Ginting, 2016).…”