Experiential Marketing pada Produk Fashion Wanita

Studi Kasus Mengenai Strategi Experiential Marketing Modules (SEMs) pada Produk Buste Houder di Wacoal Transtudio Mall Bandung

  • Nisa Lathifah Ilmu Komunikasi, Fakultas Komunikasi dan Desain, Universitas Informatika dan Bisnis Indonesia
  • Gracia Frakcisa Stephanie Oentoe Ilmu Komunikasi, Fakultas Komunikasi dan Desain, Universitas Informatika dan Bisnis Indonesia
Keywords: Marketing Communications, Experiental Marketing, Experiental Marketing Strategy (SEM) Module, Buste Houder Product, Wacoal Transtudio Bandung

Abstract

This study examines the application of experiential marketing modules (SEMs) strategies on buste houder products at Wacoal Transtudio Mall Bandung. This study aims to determine the application of the five experiential marketing modules (SEMs) strategies according to Schmitt (1999), which consist of sense, feel, think, act, and relate in providing education by SPG Wacoal Transtudio Mall Bandung. This research uses a qualitative method with a case study approach. Data collection techniques used are interviews, observation, and documentation. The results of this study are the application of the five modules of the Experiential Marketing Modules (SEMs) Strategy, namely sense in vision, Wacoal consumers will see various forms of buste houder product models and see information about the dangers of gravity effect delivered verbally by SPG Wacoal this is also an auditory aspect. In the feel aspect, Wacoal consumers feel happy and feel helped by providing information about the gravity effect and SADARI and taking measurements so that consumers get products that suit their needs (act, think, and relate).

Published
2024-04-29
How to Cite
Lathifah, N., & Oentoe, G. (2024). Experiential Marketing pada Produk Fashion Wanita. ArtComm, 7(1), 59-67. https://doi.org/10.37278/artcomm.v7i1.830
Section
Articles