The Effect of Social Media Experiential Marketing Towards Customers’ Satisfaction (A Study in Chingu Korean Fan Cafe Bandung Indonesia)

Pratama Adi Nugraha and Indrawati
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Pratama Adi Nugraha: Faculty of Economics and Business, Telkom University, Bandung, Indonesia
Indrawati: Faculty of Economics and Business, Telkom University, Bandung, Indonesia

International Journal of Business and Administrative Studies, 2017, vol. 3, issue 2, 56-63

Abstract: Recently the development of communication technology which has created social media applications has made the competition become tougher. The previous marketing concept has to be redesigned in order to fit the current demand of custmers. The concept of experiential marketing has become more prominent in this era. The essence of experiential marketing is to build customers’ satisfaction through five variables which are important namely: Sense variable, Feel variable, Think variable, Act variable, and Relate variable. This study chose Chingu Korean Fan Cafe Bandung Indonesia as the object; the reason of choosing this cafe is that Chingu Korean Fan Cafe Bandung is a well-known low-cost Korean Cafe and it is very active in campaining its services through social media compared with competitors. The aim of this research is to examine the effect of experiential marketing on social media towards customers’ satisfaction. An online survey has been published and a set of 400 valid questionnaires has been analyzed. Quantitative-Descriptive analysis, causal study, and analysis of multiple regression have been done during the study. This research found that Sense variable, Feel variable, Think variable, Act variable, and Relate variable have significant positive influence on customers’ satisfaction partially and simultaneously. Relate becomes the most influential factor in this research. The study also found that the value of Adjusted R square is 0.468. It means that 46.8% customers’ satisfaction is determined by the independent variables (Sense variable, Feel variable, Think variable Act variable, and Relate variable). To improve the customers’ satisfaction, Chingu Korean Fan Cafe must give positive responses to customers who mention, post, or share something regarding this Cafe in social media. If there are complaints sent through social media, Chingu Korean Fan Cafe should directly contact them by using direct message feature in Twitter and Private Message on Instagram to respect customers and treat them more personally, and offer the right solution to the problem.

Keywords: Social Media; Experiential Marketing; Strategic Experiential Modules; Customers’ Satisfaction (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:apa:ijbaas:2017:p:56-63

DOI: 10.20469/ijbas.3.10002-2

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