Experiential Marketing Strategy Application with Case Study on a Unique Traditional Market in Purworejo, Indonesia
- DOI
- 10.2991/aebmr.k.210311.061How to use a DOI?
- Keywords
- Experiential marketing, case study, traditional unique market
- Abstract
Experiential marketing is an effort used by companies or marketers to package products so that they are able to offer emotional experiences to touch the hearts and feelings of consumers. This study aims to analyze the application of experiential marketing strategies in the traditional unique markets of Purworejo, namely Pasar Inis, Creative Market Monggo Mampir, and Pasar Menoreh. The researcher used a qualitative design more specifically, namely a case study design. The data obtained in this case study were analyzed by means of relying on theoretical propositions, namely basing the data and information obtained on theories related to experiential marketing strategies. The results showed that the three traditional unique markets in Purworejo, namely Inis Market, Monggo Mampir Creative Market, and Menoreh Market, have applied experiential marketing strategies to attract and retain customers. All aspects of experiential marketing, namely sense, feel, think, act, and relate have been applied by these markets to provide a pleasant experience and create impressions that touch the emotional side of market visitors.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Titin kowati PY - 2021 DA - 2021/03/13 TI - Experiential Marketing Strategy Application with Case Study on a Unique Traditional Market in Purworejo, Indonesia BT - Proceedings of the 3rd International Conference on Banking, Accounting, Management and Economics (ICOBAME 2020) PB - Atlantis Press SP - 307 EP - 311 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.210311.061 DO - 10.2991/aebmr.k.210311.061 ID - kowati2021 ER -