COMPARATIVE ANALYSIS OF EXPERIENTIAL MARKETING AND SOCIAL ENVIRONMENT BETWEEN SINGLE AND MARRIED CUSTOMER OF JOHNNY ANDREAN SALON MANADO TOWN SQUARE
Abstract: There is an
increasing competition among the beauty salons in Manado Town Square. As one of
the salons, Johnny Andrean Salon is forced to keep its customer. Customer
revisit intention is a very important part of a business. Experiential
marketing and social environment play a part in building customer revisit
intention. In order for Johnny Andrean Salon to be able to keep its customer,
this study aims to analyze whether there is a significant difference between
its single customer and married customer. The result shows that there is a
significant difference in experiential marketing, while not in social
environment. However, according to the result based on the indicators show
that, there are actually two indicators in each category that has a significant
difference. In experiential marketing, they are the feel indicator and the act
indicator; and social comfort indicator as well employee job enthusiasm
indicator for the social environment. Hence, this research proposes that the
focus of the improvement in order to develop a better strategy approach to
boost the customer revisit intention should be prioritized mostly in these 4
indicators, particularly aimed to the single customer.
Keywords: experiential
marketing, social environment, marital status
Penulis: Marini Montong,
Sifrid S Pangemanan, Ferdinand . Tumewu
Kode Jurnal: jpmanajemendd170751
