Pengaruh Experiential Marketing Terhadap Keputusan Pembelian Konsumen Generasi Millenial Pada Platform E-Commerce

Abstract

Based on the data held by the Indonesian Internet Service Providers Association (APJII), around 143 million people have been connected to the internet network throughout the past 2017. The majority of internet users as many as 72.41% of the urban community with the use of, among others, to communicate, buy goods, order transportation, to do business and work. As many as 49.52% of internet users in the country are those aged 19 to 34 years, who are generation Y or millennial generation. In line with the development of internet users in Indonesia, the behavior of consumers in making purchases has changed (shifting), from those who previously made purchases through physical stores, now shopping online is an option for today's society. The results of a recent survey from the Snapcart research institute in January 2018 revealed that the millennial generation has become the largest shopper in the e-commerce sector, which is as much as 50%.

Brand Image, Brand Trust, Experiential Marketing and Perceived Price on Super-app Customer Purchase Decisions: Go-Jek Application User Perception

“…Experiential Marketing is a sales strategy that provides customers a unique, good and memorable emotional understanding (Ernawati et al, 2016;Suprapti & Suparmi, 2022). Furthermore, this experience forms the emotional benefits provided by the agency in line with customer needs (Chasanah et al, 2018;Arslan et al, 2013). A unique experience can give an impression to customers.…”

“…Brand trust was adopted by Firnanda & Asnawati (2017). Experiential Marketing was adopted from Schmitt (1999) in Chasanah et al (2018). Perceived price was adopted from Tjiptono (2008).…”

“…In the experiential marketing stage, the producer sees the customer as a person who has emotional value, which is a view that requires a relationship between the producer and the customer to get an unforgettable experience from the customer. Chasanah et al (2018) stated that the translation of experiential marketing is an activity to anticipate, process and achieve customer satisfaction with exchange procedures which are personal events that occur as a response or various stimuli. Thus, the proposed hypotheses include: H3: There is a significant influence of experiential marketing on purchasing decisions.…”

“…This experience is in the emotional benefits the agency provides following customer needs. Chasanah et al, (2018) stated that experiential marketing is an activity to anticipate, manage and achieve customer satisfaction with exchange procedures in the form of personal events that exist into various stimuli. The results of this study support previous research conducted by Anjarsari & Pradana (2021) and Tantowi & Pratomo (2020) which stated that experiential marketing had a positive and significant effect on purchasing decisions.…”

Keputusan Pembelian Keripik Bakso Goreng Mr. Basreng Ditinjau Dari Efektivitas Strategi Pemasaran: Media Sosial Instagram

“…Lembaga Riset Snapcart melakukan penelitian pada tahun 2018 membuktikan bahwa platform e-commerce sebanyak 50% digunakan oleh generasi milenial dengan rentang usia 25-34 tahun dalam melakukan pembelian barang. Generasi milenial yang memiliki karakteristik unik dan familiar dengan kemajuan teknologi dimanfaatkan oleh perusahaan untuk melakukan promosi produknya dengan menggunakan media sosial (Chasanah et al, 2018).…”