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All Journal Jurnal Ilmiah Neraca : Ekonomi Bisnis, Manajemen, Akuntansi
Anita Fauzah
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Humanities Economics, Econometrics & Finance Environmental Science

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Penerapan Strategi Experiential Marketing Brand Nescafé dalam Promosi Nescafé Ice Roast Simanjuntak, Daniel; Anita Fauzah; Rizki Muhammad Ardian Setiadi; Maysitha Fitri Az Zahra
Jurnal Ilmiah Neraca : Ekonomi Bisnis, Manajemen, Akuntansi Vol. 8 No. 2 (2025): Vol.8 No.2 Mei-Oktober (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi LPI Makasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56070/jinema.v8i2.220

Abstract

This study aims to analyze the experiential marketing strategy implemented by the Nescafé brand in promoting its Nescafé Ice Roast product. The research employs a qualitative method with a descriptive approach, based on Schmitt’s (1999) Experiential Marketing framework, which consists of five core dimensions: sense, feel, think, act, and relate. Data were collected through literature review, observation of promotional content, and analysis of Nescafé’s marketing activities for the Ice Roast campaign. The findings reveal that Nescafé applies the sense dimension through attractive packaging and visual advertising; the feel dimension by creating refreshing and enjoyable emotional experiences; the think dimension with creative messages that align with the lifestyle of young consumers; the act dimension by encouraging consumer interaction through digital activations and events; and the relate dimension by fostering a sense of togetherness and identity within the urban youth community.
Co-Authors Daniel Simanjuntak, Daniel Maysitha Fitri Az Zahra Rizki Muhammad Ardian Setiadi