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The Effect of Social Media Experiential Marketing Towards Customers’ Satisfaction (A Study in Chingu Korean Fan Cafe Bandung Indonesia)

Author

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  • PRATAMA ADI NUGRAHA

    (Faculty of Economics and Business, Telkom University, Bandung, Indonesia)

  • INDRAWATI

    (Faculty of Economics and Business, Telkom University, Bandung, Indonesia)

Abstract

Recently the development of communication technology which has created social media applications has made the competition become tougher. The previous marketing concept has to be redesigned in order to fit the current demand of custmers. The concept of experiential marketing has become more prominent in this era. The essence of experiential marketing is to build customers’ satisfaction through five variables which are important namely: Sense variable, Feel variable, Think variable, Act variable, and Relate variable. This study chose Chingu Korean Fan Cafe Bandung Indonesia as the object; the reason of choosing this cafe is that Chingu Korean Fan Cafe Bandung is a well-known low-cost Korean Cafe and it is very active in campaining its services through social media compared with competitors. The aim of this research is to examine the effect of experiential marketing on social media towards customers’ satisfaction. An online survey has been published and a set of 400 valid questionnaires has been analyzed. Quantitative-Descriptive analysis, causal study, and analysis of multiple regression have been done during the study. This research found that Sense variable, Feel variable, Think variable, Act variable, and Relate variable have significant positive influence on customers’ satisfaction partially and simultaneously. Relate becomes the most influential factor in this research. The study also found that the value of Adjusted R square is 0.468. It means that 46.8% customers’ satisfaction is determined by the independent variables (Sense variable, Feel variable, Think variable Act variable, and Relate variable). To improve the customers’ satisfaction, Chingu Korean Fan Cafe must give positive responses to customers who mention, post, or share something regarding this Cafe in social media. If there are complaints sent through social media, Chingu Korean Fan Cafe should directly contact them by using direct message feature in Twitter and Private Message on Instagram to respect customers and treat them more personally, and offer the right solution to the problem.

Suggested Citation

  • Pratama Adi Nugraha & Indrawati, 2017. "The Effect of Social Media Experiential Marketing Towards Customers’ Satisfaction (A Study in Chingu Korean Fan Cafe Bandung Indonesia)," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 3(2), pages 56-63.
    • Handle: RePEc:apa:ijbaas:2017:p:56-63
    DOI: 10.20469/ijbas.3.10002-2
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    References listed on IDEAS

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    1. Mohammad Taleghani & Mahmood Samadi Largani & Shahram Gilaninia & Seyyed Javad Mousavian, 2011. "The Role of Customer Complaints Management in Consumers Satisfaction for New Industrial Enterprises of Iran," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 2(3), pages 140-147, August.
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    Cited by:

    1. Hinlayagan Kymwell Recamadas, 2018. "A path analysis of customer loyalty of homegrown coffee shops in Davao region," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 4(4), pages 185-195.
    2. Anca Madar, 2018. "How Do European Cafe Chains Managers Handle Competition?," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 3(4), pages 178-184.
    3. Noraida Haji Ali & Suriyani Muhamad & Masita Masila Abdul Jalil & Mustafa Man, 2018. "Empowering Rural Women Entrepreneurs Through Social Innovation Model," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 3(6), pages 253-259.
    4. Kuo-Pin Li* & Shieh-Liang Chen & Wen-Hong Chiu & Wen-Cheng Lu, 2019. "Strategies of Reduce Customer’s No-show Probability at Restaurants," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 5(1), pages 145-152, 01-2019.
    5. Merve Önegi & Zeliha Eser & Sezer Korkmaz, 2019. "Consumers’ Evaluation of Glocal Marketing Strategies of Global Firms in Turkey: An Example of a Glocal Product," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(3), pages 109-118.
    6. Hongwei Jiang & Chrystal Zhang & Gan Xiao & He Ren & Xi Chen, 2017. "An investigation of in flight service quality of Chinese carriers in Australia-China market," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 3(2), pages 77-89.
    7. Hening Widi Oetomo & Budiyanto, 2017. "Brand Image as Medation Effect of Experiential Marketing and Differentiation Product to the Buying Decision of Toyota Cars," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 3(5), pages 175-182.
    8. Alexandra Albon & Patricia Kraft & Carsten Rennhak, 2018. "A structural model of millennial tourist behavior towards tourism in Davao Region," Journal of Advances in Humanities and Social Sciences, Dr. Yi-Hsing Hsieh, vol. 4(1), pages 37-50.
    9. Kurnia Khafidhatur Rafiah & Maya Ariyanti, 2017. "Role of Transactional Quality and Relational Quality to CustomerE-Loyalty in Marketplace C2C in Indonesia," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 2(2), pages 16-126.
    10. Pawel Luczak, 2018. "Social Media as a Tool for the Development of Young Employees," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 4(1), pages 31-36.

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