ANALYSIS OF EXPERIENTIAL AND EMOTIONAL MARKETING EFFECTS ON THE DECISION TO ENTER IN UNIVERSTAS AMIKOM YOGYAKARTA
DOI:
https://doi.org/10.47200/jcob.v5i02.1087Keywords:
Emotional Marketing, Expereintial Marketing, Marketing, The Decision Enter, AMIKOM.Abstract
This study analyzes the influence of Experiential Marketing and Emotional Marketing on The Decision to Enter at Universitas AMIKOM Yogyakarta. The purpose of this study was to examine the effect of using Experiential Marketing and Emotional Marketing on The Decision to Enter at Universitas AMIKOM Yogyakarta. This research is vital to be used by companies or agencies that will conduct marketing. Respondents in this study were new students of Universitas AMIKOM Yogyakarta force 2018/2019 with at least one faculty represented by 1 study program, the questionnaire to distributed amounted to 200 questionnaires. Data analysis in this research uses validity test, reliability test and classic assumption test. The results of data processing using SPSS, the results shown are Experiential Marketing and Emotional Marketing influence on The Decision Enter.
References
Astari, Wayan Febri dan Komang Agus Satria Pramudana. (2016). Peran Experiential Value Dalam Memediasi Pengaruh Experiential Marketing Terhadap Repurchase Intention. Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan. Vol. 10, No. 1, Februari 2016
Barlow, Janelle & Maul, Dianna. 2010. Emotional Value: Creating Strong Bonds with Your Customers. United States: Berrett-Koehler Publisher.
Ghozali, Imam. 2006. Aplikasi Analisis Multivariate dengan Program SPSS (Edisi Ke 4). Semarang:Badan Penerbit Universitas Diponegoro.
Ghozali, Imam. 2011. Aplikasi Analisis Multivariat Dengan Program SPSS. Semarang : Badan Penerbit Universitas Diponegoro
HTTPS://forlap.ristekdikti.go.id/perguruantinggi/homegraphpt
Indarwati, Tias A. dan Monika Tiarawati. 2015. Strategi Pemasaran Melalui Experience Dan Emotional Marketing Terhadap Kepuasan Dan Loyalitas Pelanggan Di J.Co Donuts & Caffee Surabaya. Journal of Research in Economics and Managemen. Vol. 15. No. 1.
Khuong, Mai Ngoc., Tram, Vu Ngoc Bich. 2015. The Effects of Emotional Marketing on Consumer Product Perception, Brand Awareness and Purchase Decision - A Study in Ho Chi Minh City, Vietnam. Journal of Economics, Business and Management. 3 (5) 524 530.
Kusumadewi, Rita. 2015. Pelaksanaan Emotional Marketing melalui The Emotional Es sebagai Pembentuk Loyalitas Pelanggan. Jurnal Kajian Ekonomi dan Perbankan Syariah. Al Amwal. Vol. 2 No. 2.
Kusumadewi, Rita, dan Intan Lestari. 2017. Pengaruh Emotional Marketing dan Spiritual Marketing terhadap Loyalitas Nasabah Tabungan BSM pada Bank Syariah Mandiri KCP Cirebon Siliwangi. Jurnal Al Amwal, Vol 9.
Park, Eun Joo, Eun Young Kim, Venessa Martin Funches, and William Foxx. 2012. Apparel Product Attributes, Web Browsing, and E-Impulse Buying on Shopping Websites.Journal of Business Research, (1)Global Research Partnering by the Korean Academy of Marketing Science and Society for Marketing Advances (2)Corporate Social Responsibility, Irresponsibility, and Corruption, 65 (11): 1583–89.
Rini, Erma Sulistyo. 2016. Pengaruh Experiential Dan Emotional Marketing Terhadap Loyalitas Pelanggan Di Stikom Bali.Jurnal Sismotenika.Vol. 6 No 6.
Robinette, Scott & Claire Brand. 2001. Emotion Marketing: The Hallmark Way of Winning Customer for Life. McGraw Hill Company.
Uma Sekaran. 2006. Metodologi Penelitian Untuk Bisnis, Edisi Keempat.Jakarta: Penerbit Salemba Empat.
Schmitt, H.B.1999. Experiential Marketing: How To Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York: The Free Press
Sidabutar, Cindy Octoria, dan Suharyono dan Andriani Kusumawati.2016. Pengaruh Experiental Marketing Dan Emotional Marketing Terhadap Keputusan Pembelian, (Survei Konsumen Sepatu Nike di Indonesia dan di Malaysia). Jurnal Administrasi Bisnis (JAB)|Vol. 39 No. 2
Sugiyono, Prof. Dr. 2016. Metode Penelitan Manajemen.Bandung. 149 – 156, 363, 348. Alfabeta.
Susilo, Irene dan Hatane Semuel. 2015. Analisa Pengaruh Emotional Marketing Terhadap Purchase Intention Melalui Brand Awareness Pada Produk Dove Personal Care Di Surabaya.Jurnal Manajemen Pemasaran. Vol. 9, No. 1.
