EXPERIENTIAL MARKETING DI TULIP'S LIVING CAFE AND HOME DECOR YOGYAKARTA

SITI HANIFAH NUR S, Fitri Damayanti Berutu, S.E., S.S., M.Sc.

2019 | Tugas Akhir | D3 MANAJEMEN

Tugas akhir ini meneliti mengenai metode experiential marketing yang diterapkan oleh Tulip's Living Cafe and Home Decor Yogyakarta. Tujuan dari penelitian ini untuk mengetahui metode experiential marketing Tulip's Living Cafe and Home Decor Yogyakarta. Metode penelitian yang digunakan adalah deskriptif kualitatif berdasarkan sumber data primer dan sekunder. Peneliti menggunakan metode Focus Group Discussion (FGD) dengan pihak internal dan eksternal Tulip's Living Cafe and Home Decor Yogyakarta yang merupakan manajer operasional, online marketing dan konsumen Tulip's Living Cafe and Home Decor Yogyakarta. Berdasarkan hasil penelitian yang dilaksanakan, dapat disimpulkan bahwa penerapan metode experiential marketing yang dilakukan Tulip's Living Cafe and Home Decor Yogyakarta sudah sesuai dengan teori indikator experiential marketing: sense, feel, think, act dan relate.

This research examines the experiential marketing method applied by Tulip's Living Cafe and Home Decor Yogyakarta. The purpose of this research was to find out the experiential marketing method of Tulip's Living Cafe and Home Decor Yogyakarta. The method used is descriptive qualitative based on primary and secondary data sources. The researcher used the Focus Group Discussion (FGD) method with internal and external parties, such as the operational manager, online marketing and consumer of Tulip's Living Cafe and Home Decor Yogyakarta. Based on the results of the research conducted, it can be concluded that the implementation of experiential marketing methods by Tulip's Living Cafe and Home Decor Yogyakarta is accordance to the experiential marketing indicator theory: sense, feel, think, act and relate.

Kata Kunci : Experiential Marketing, Sense, Feel, Think, Act, Relate.