Proceedings of the 3rd International Conference on Banking, Accounting, Management and Economics (ICOBAME 2020)

Experiential Marketing Strategy Application with Case Study on a Unique Traditional Market in Purworejo, Indonesia

Authors
Titin kowati
Corresponding Author
Titin kowati
Available Online 13 March 2021.
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/).

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Volume Title
Proceedings of the 3rd International Conference on Banking, Accounting, Management and Economics (ICOBAME 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
13 March 2021
ISBN
978-94-6239-350-9
ISSN
2352-5428
DOI
10.2991/aebmr.k.210311.061How to use a DOI?
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  -