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All Journal JMM UNRAM (Jurnal Magister Manajemen Universitas Mataram) JOURNAL SCIENTIFIC OF MANDALIKA (JSM)
Mourris Sagara
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Humanities Education Languange, Linguistic, Communication & Media Social Sciences Other

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PENCIPTAAN LOYALITAS PENGUNJUNG MELALUI EXPERIENTIAL MARKETING PADA BANDINI KOFFIEDI KOTA MATARAM Mourris Sagara
JMM UNRAM - MASTER OF MANAGEMENT JOURNAL Vol. 5 No. 3 (2016): JMM SEPTEMBER 2016
Publisher : Master of Management, Mataram University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (344.291 KB) | DOI: 10.29303/jmm.v5i3.89

Abstract

This research is aimed at determining the impelementation of creating  loyalties of visitor through experiential marketing in Bandini Koffie in Mataram. Tis research is qualitative study with 7 visitors as the respondents. The data were collected through indepth interview, observation, and documentatiion.The research showed that dimension of “feel” is resulting in the sense of comfortable state and happiness in the inner of visitors in this case in Bandini Koffie, and therefore this will create the loyalty of visitor. The dimension of “sense” is resulting in the experience for the visitors in seeing, listening, tasting, touching that all are stimulating the the sense of beauty and satisfaction in Bandini Koffie. The dimension of ‘think’ is resulting in creative thought of visitors about the different places in the mind  of visitors and therefore the visitor are driven to a certain trade mark of Bandini Koffie. The dimension of “act”  is an action of marketing to give a good service that is resulting the closeness between Bandini Koffie and the visitors. The dimension of “relate” is acombination of each dimension to create the happiness, satisfaction, and good feedback of visitors to Bandini Koffie. The five experiential marketing affect the localty of visitors of Bandini Koffie in  Mataram. Keyword : Customer Loyalty & Experiential Marketing
Strategi Pemasaran dan Pembentukan Keputusan Pembelian Konsumen: Studi Kasus Produk Wardah Pada Beauty Store Lokal Deria Ayuningtyas; Mourris Sagara; Eni Afni Jalilah
Journal Scientific of Mandalika (JSM) e-ISSN 2745-5955 | p-ISSN 2809-0543 Vol. 7 No. 1 (2026)
Publisher : Institut Penelitian dan Pengembangan Mandalika Indonesia (IP2MI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/10.36312/vol7iss1pp181-186

Abstract

This study aims to analyze marketing strategies and their role in influencing consumer purchasing decisions for Wardah products in local beauty stores. The research employed a qualitative descriptive approach to gain an in-depth understanding of consumer perceptions and experiences related to marketing practices. Data were collected through interviews with consumers and store personnel, direct observation of marketing activities at the point of sale, and documentation of promotional materials. The analysis focused on the implementation of key marketing strategy elements, including product quality, pricing policies, promotional activities, and distribution channels, as well as how these elements are perceived and interpreted by consumers during the purchasing decision-making process. The findings indicate that the implemented marketing strategies play an important role in shaping brand awareness, consumer preferences, and confidence in Wardah products. However, their influence on purchasing decisions is not singular or deterministic, as consumers’ choices are also affected by prior usage experiences, personal needs, and subjective considerations. Overall, this study emphasizes the importance of adopting a process-oriented approach to understanding consumer purchasing decisions within the context of local cosmetic retail.
Co-Authors Deria Ayuningtyas Eni Afni Jalilah