Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Sosioteknologi
Muhammad Rijal Fathurrahman
Unknown Affiliation
Engineering Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Mengukur Experiential Marketing dalam Dunia Virtual Muhammad Rijal Fathurrahman; Popy Rufaidah
Jurnal Sosioteknologi Vol. 22 No. 2 (2023): JULY 2023
Publisher : Fakultas Seni Rupa dan Desain ITB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/sostek.itbj.2023.22.2.10

Abstract

The purpose of this study is to propose a measurement approach to measure the concept of virtual experiential marketing (VEM). This study offers a scale to measure VEM based on the theory of strategic experiential modules (SEMs) and telepresence. The study was conducted in a virtual world using a sample of 140 'Second Life' users. This study uses confirmatory factor analysis (CFA) to test how well the measured variables represent constructs. The results showed that all fit indices indicated that the VEM scale had six construct factors (Sense, Feel, Think, Act, Relate, and Telepresence); the results show that the model is complete and valid. This research is one of the first to investigate the measurement of virtual experiential marketing in virtual worlds.
Co-Authors Popy Rufaidah