ANALISIS EXPERIENTIAL MARKETING SABUN LUX “BEAUTY GIVES YOU SUPER POWERS”
ABSTRACT: PT. Unilever
Indonesia, Tbk through one of its products Lux soap “beauty gives you super
powers” tries to create unforgetable experiences in the consumers mind through
the implementation of experiential marketing concepts. Experiential marketing is
one of solutions used by the company to package the product in order to offer
emotional experiences touching the consumers’ feelings. Experiential marketing
concepts consist of 2 parts: 1) experiential provider and 2) experiential
modules such as sense, feel, think, act, and relate marketing. This paper aims
to analyze the influence of television advertising, package design, and
endorsers’ effect on sense, feel, think, act, and relate marketing. The
hypotheses of this study are: (1) television advertising affects sense
marketing, (2) television advertising affects feel marketing, (3) television advertising
affects think marketing, (4) television advertising affects act marketing, (5)
television advertising affects relate marketing, (6) package design affects
sense marketing, (7) package design affects feel marketing, (8) package design
affects think marketing, (9) package design affects act marketing, (10) package
design affects relate marketing, (11) endorsers affect sense marketing, (12)
endorsers affects feel marketing, (13) endorsers affect think marketing, (14)
endorsers affects act marketing, and (15) endorsers affect relate marketing. Purposive sampling was used
to select 110 students of the Economics Faculty of Jenderal Soedirman
University. Using Structural Equation Modeling (SEM), this study finds that
television advertising affects sense, think, and relate marketing, but it does
not affect feel and act marketing. Package design affects sense, feel, think,
act, and relate marketing; and endorsers affect sense, feel, and think, marketing,
but does not affect the act and relate marketing. This study implies that not
only should the company pay attention to the above- the-line communication
strategy, but also try to increase the below-the-line communication strategy,
for example creating events related to beauty world and improving the
creativity in product placement/display at the points of purchase.
Key words: experiential marketing, experiential provider,
experiential module
Penulis: Usman Sani, Istiqomah
Kode Jurnal: jpmanajemendd070021
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