STRATEGI BRAND EXPERIENCE UNTUK MEMENANGKAN PERSAINGAN DAN MENINGKATKAN LOYALITAS PELANGGAN PADA KEDAI KOPI ALADEEN COFFEE

Mohammad Haidar Ali, M. Adi Trisna Wahyudi, Kusnul Ciptanila Yuni K

Abstract


Marketing is an activity that is very important and must be carried out by entrepreneurs in running their business in order to sustain their business, so that they can ignore competition and increase customer loyalty. Aladeen Coffee is one of the coffee shops in Jombang that wants to win the competition and increase customer loyalty in its new location by implementing a Brand Experience strategy that provides experience is more than just enjoying a coffee or other menu to the customer. This study used a qualitative descriptive method, using primary data sources obtained from four informants, namely the owner and three loyal customers of Aladeen Coffee through passive participatory observation, structured interviews, and documentation. The data analysis technique in this study uses data reduction, data presentation, and drawing conclusions. The results of this study are expected to contribute ideas to business people and further research.

Full Text:

PDF

References


Aladeen Coffee Instagram. (t.t.). Diambil 10 Oktober 2022, dari https://www.instagram.com/aladeen_coffee

Belch, G. E., Belch, M. A., Powell, I., & Waller, D. (2020). Advertising: An Integrated Marketing Communication Perspective (4e ed.). McGraw-Hill Education.

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009a). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009b). Brand Experience: What is It? How is it Measured? Does it Affect Loyalty? https://doi.org/10.1509/jmkg.73.3.052, 73(3), 52–68. https://doi.org/10.1509/JMKG.73.3.052

Durianto, D., Sugiarto, & Sitinjak, T. (2017). Strategi Menaklukan Pasar Melalui Riset Ekuitas dan Perilaku Merek. PT Gramedia Pustaka Utama.

Kotler, P., & Keller, K. L. (2009). Marketing Management (13 ed.). Prentice Hall.

Lexy, J. M. (2018). Metodologi Penelitian Kualitatif. PT. Remaja Rosdakarya.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Sugiyono. (2018). Metode Penelitian Manajemen. Alfabeta.

Tjiptono, F. (2017). Strategi Pemasaran (4 ed.). Andi.




DOI: http://dx.doi.org/10.29040/jie.v8i1.11329

Refbacks

  • There are currently no refbacks.


btn4d

ada777

klik-4d.com