Implementation Application of Experiential Marketing to Brand Trusts and the Impacts on Purchasing Decisions

Abstract

The large number of aviation industries in Indonesia made every airline compete to provide the best services. Garuda Indonesia is the only airline that is highly committed as full services airline with Indonesian services. With the introduction of the Garuda Indonesia Experience concept, Garuda Indonesia created a proud feature, while increasing Indonesia's image in the international scale. The Garuda Indonesia Experience concept come from five senses or "5 senses" (sight, sound, scent, taste, and touch). One of the marketing strategy used in Garuda Indonesia to deal with competition is Experiential Marketing tactic. Experiential Marketing is considered capable of producing good influence so that it will increase the attractiveness of consumers to come and use existing products and services. This study uses quantitative and causal research methods. The population used on this study were all Garuda Indonesia passengers who have been take flight in Bandung. The sample was taken by non-probability sampling with number of respondents as many as 100 respondents, then used path analysis for analysis technic. Suggestions from this study are the need to improve the Experiential Marketing strategy so that its influence becomes greater for Brand Trusts and Purchasing Decisions.

Experiential marketing and Islamic branding: a new perspective on college decision in Islamic higher education

“…As an institution that provides educational services, the existence of universities not only pays more attention to providing services that provide benefits for students but also needs to create positive experiences for students (Mutohar and Haryati, 2020). The concept of experiential marketing offers an alternative strategy that focuses more on the ability of the product or service to offer emotional experiences to touch the hearts and feelings of customers (Aristiawan et al , 2019; Lutfie and Marcelino, 2020; Wibowo, 2019). This study shows that experiential marketing can significantly influence word of mouth and university decisions, either directly or indirectly, and supports the results of previous studies (Aristiawan et al , 2019; Khan and Rahman, 2014; Muhammad and Artanti, 2016; Widowati and Tsabita, 2017).…”

“…Experiential marketing is an effort used by companies or marketers to package products so that they can offer emotional experiences that touch the hearts and feelings of consumers. Research conducted by Lutfie and Marcelino (2020) and Mranani and Lastianti (2019) shows that experiential marketing has a significant positive effect on consumer buying behavior. Business people aim to attract consumers' interest and build consumer relationships through five aspects: senses, feelings, thoughts, acts and related experiences (Mutohar and Haryati, 2020; Radford et al , 2015).…”

“…Customers get this opportunity from the experiential marketing process for product purchasing decisions (Aristiawan et al , 2019; Mutohar and Haryati, 2020; Wibowo, 2019). Experiential marketing can affect the intensity of consumer purchases through the emotions it generates and by increasing the value attached to the product or brand itself (Lutfie and Marcelino, 2020). According to Pine and Gilmore (1998, p. 98), “an experience occurs when a company deliberately uses services as a stage, and goods as props, to engage individual customers in ways that create memorable events.” They state that providing experiences is part of success in the competitive field.…”

“…In addition, purchasing decisions are also influenced by positive WOM. Personal experience is essential in convincing customers, as in traditional WOM, and customer experience positively influences WOM on purchasing decisions (Lee, 2018; Lutfie and Marcelino, 2020; Oetomo, 2017). In addition, brand image significantly affects purchasing decisions through word of mouth.…”

“…Most research on experiential marketing is focused on product and service companies, so there is still room for research to focus on the education/training sector (Aristiawan et al , 2019; Bellinda et al , 2020; Kailani and Ciobotar, 2015; Khan and Rahman, 2014; Lutfie and Marcelino, 2020; Zena and Hadisumarto, 2013). The results of previous studies show that experiential marketing and brand image impact word of mouth (Muhammad and Artanti, 2016; Anggraeni and Rachmanita, 2015; Aristiawan et al , 2019).…”