The Role of Experiential Marketing Towards Purchase Intention in Vertical Building Property Mediated by Brand Image and Brand Awareness
Abstract
The Covid-19 pandemic has caused various behavioral changes in society, especially in business. People's consumption behavior has shifted to the consumption of daily necessities products, so that sales in property have decreased. This study aims to examine the effect of Experiential Marketing on Purchase Intention at the Ciputra International Jakarta Superblock Project. This research uses a quantitative design using SEM-PLS analysis. The population in this study is sales candy data obtained through Instagram booster ads in the Jakarta area of as many as 334 people, which is also determined by the number of saturated samples. The results showed that experiential marketing variables have a significant influence on brand image and brand awareness. Brand image and brand awareness variables have a significant and positive effect on Purchase Intention. In addition, the results of the mediation of Experiential Marketing variables mediated by Brand Image and Brand Awareness variables have a positive and significant effect on Purchase Intention. The implication of this research is that experiential marketing activities (sense, feel, think, act, and relate) are needed to improve brand image and brand awareness so that they can help increase consumer purchase intention in the vertical building property industry.
Keywords
Full Text:
PDFReferences
Aaker, D. A. 1991. Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press.
Aaker, D. A., Biel, A. L., and Biel, A. 2013. Brand Equity and Advertising: Advertising's Role in Building Strong Brands. Psychology Press.
Akbar, A. R., Kalis, M. C. I., Afifah, N., Purmono, B. B., and Yakin, I. 2023. The Influence of Product Packaging Design and Online Customer Review on Brand Awareness and Their Impact on Online Purchase Intention. South Asian Res J Bus Manag., 5(1), pp. 10-18.
Akgün V. Ö. 2021. A Holistic Approach to the Concept of Experiential Marketing: A Literatur Review. 7th International Conference on Business and Economics Studies.
Alfina, A., Khoirina, M. M., and Ulya, M. 2021. The Role of Omnichannel and Experiential Marketing to Build Brand Association in ZAP Clinic. Binus Business Review, 12(3), pp. 255-261.
Armawan, I., Sudarmiatin, S., Hermawan, A., and Rahayu, W. 2023. The Effect of Social Media Marketing, Serqual, Ewom on Purchase Intention Mediated by Brand Image and Brand Trust: Evidence from Black Sweet Coffee Shop. International Journal of Data and Network Science, 7(1), pp. 141-152.
Badan Pusat Statistik. 2021. Hasil Survei Kegiatan Usaha pada Masa Pandemi COVID-19. Badan Pusat Statistik.
Chen, A. H. and Wu, R. Y. 2022. Mediating Effect of Brand Image and Satisfaction on Loyalty through Experiential Marketing: A Case Study of a Sugar Heritage Destination. Sustainability, 14(12), pp. 7122.
Davey, A., Sung, B., and Butcher, L. 2024. Revisiting Experiential Marketing: A Delphi Study. Journal of Brand Management, 31(1), pp. 16-37.
Dhillon, R., Agarwal, B., and Rajput, N. 2022. Experiential Marketing Strategies Used by Luxury Cosmetics Company. Business Perspectives, Innovative Marketing, 18(1), pp. 49-62. DOI: 10.21511/im.18(1).2022.05.
Eliasari, P. R. A. and Sukaatmadja, I. P. G. 2017. Pengaruh Brand Awareness terhadap Purchase Intention Dimediasi oleh Perceived Quality dan Brand Loyalty. E-Jurnal Manajemen Unud, 6(2).
Guliyev, S. 2023. The Impact of Brand Perception and Brand Image on Consumer Purchasing Behavior in Azerbaijan. Science: Education and Innovations in the Context of Modern Problems, 6(1), pp. 137-144.
Gutierrez, A., Punjaisri, K., Desai, B., Alwi, S. F. S., O'Leary, S., Chaiyasoonthorn, W., and Chaveesuk, S. 2023. Retailers, Don't Ignore Me on Social Media! The Importance of Consumer-Brand Interactions in Raising Purchase Intention-Privacy the Achilles Heel. Journal of Retailing and Consumer Services, 72(103272).
Hakim, L. R., Suharno, and Kuleh, J. 2021. Pengaruh Electronic Word of Mouth dan Experiential Marketing terhadap Purchase Intention dengan Brand Equity sebagai Variabel Intervening. Jurnal Kompetitif, 4(3), pp. 329-339.
Harto, B., Rozak, A., and Rukmana, A. Y. 2021. Strategi Marketing Belah Doeren melalui Digital Marketing terhadap Keputusan Pembelian Dimediasi Brand Image. ATRABIS Jurnal Administrasi Bisnis, 7(1), pp. 67–74.
Hasan, M. and Sohail, M. S. 2020. The Influence of Social Media Marketing on Consumers' Purchase Decision: Investigating the Effects of Local and Non-local Brands. Journal of International Consumer Marketing, 0(0), pp. 1–18. DOI: https://doi.org/10.1080/089 61530.2020.1795043.
Haumer, F., Kolo, C., and Reiners, S. 2020. The Impact of Augmented Reality Experiential Marketing on Brand Equity and Buying Intention. Journal of Brand Strategy, 8(4), pp. 368-387.
Ilmi, S. H., Harianto, E., Mas’ud, R., and Azizurrohman, M. 2023. Does Digital Marketing Based on Brand Image and Brand Trust Affect Purchase Decisions in the Fashion Industry 4.0?. Jurnal Aplikasi Manajemen, 21(3).
Isshak, B. and Meriem, N. 2022. The Effect of Virtual Experiential Marketing Determinants on Purchase Intention in the Algerian Hospitality Sector. Journal of Economic and Financial Research, 9(2), 924-947.
JLL. 2022. Jakarta Property Market Review 4Q 2021. JLL. https://www.jll.co.id/en/trends-and-insights/research/jakarta-property-market-review-4q-2021.
Kamu, F. F., Massie, J. D., and Tumewu, F. J. 2023. Analyze The Effect of Visual Merchandising and Brand Image on Customer Purchase Intention Case Study: Starbucks Customer in Manado City. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 11(1), pp. 108-116.
Keller, K. L. 2012. Strategic Brand Management Fourth Edition. NJ Pearson Education Internasional.
Kim, S. J., Yoo, J., and Ko, E. 2023. The Effects of Brand Collaboration with the Online Game on Customer Equity and Purchase Intention: Moderating Effect of Fashion Brand Type. Asia Pacific Journal of Marketing and Logistics, 35(9), pp. 2282-2299. DOI: https://doi.org/10.1108/APJML-03-2022-0279.
Khoirunnisa, D. and Albari, A. 2023. The Effect of Brand Image and Product Knowledge on Purchase Intentions with e-WOM as a Mediator Variable. International Journal of Research in Business and Social Science, 12(1), pp. 80-89.
Kotler, P. and Armstong, G. 2014. Principle of Marketing, 15th edition. Pearson Prentice Hall.
Larasari E. and Lutfi, M. L. 2018. Pengaruh Brand Ambassador dan Event Sponsorship terhadap Purchase Intention dengan Brand Image sebagai Variabel Intervening. Sains: Jurnal Manajemen dan Bisnis, 10(2).
Lin, J. H., Lin, S. W., Chu, T. Y., and Lin, H. T. 2023. Exploring the Effect of AR Filter on Perceived Brand Image: The Mediating Role of Realistic Experience. PACIS 2023 Proceedings, pp. 87. https://aisel.aisnet.org/pacis2023/87.
Marliawati, A. and Cahyaningdyah, D. 2020. Impacts the Brand of Experience and Brand Image on Brand Loyalty: Mediators Brand of Trust. Management Analysis Journal, 9(2), pp. 140-151.
Muktianis, R. and Harianto, E. 2023. The Effect of Parasocial Interaction on Purchase Intention with Consumer Online Purchase Behavior as Intervening Variable in Fashion Products. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(4).
Mulyandi, M. R. and Tjandra, R. H. 2023. The Influence of Product Quality and Brand Image on Repurchase Intention of Halal Cosmetic Products in E-Commerce. Journal of Industrial Engineering and Management Research, 4(1), pp. 41-52.
Nursalim, H. 2023. The Influence of Viral Marketing and Brand Awareness on Consumers Purchase Intention of Mixue Beverage Products in Jakarta. Journal of International Conference Proceedings (JICP), 6(1), pp. 100-111.
Petahiang, I. L. 2015. The Influence of Brand Awareness and Perceived Risk Toward Consumer Purchase Intention on Online Store: Case Study of the Customer at FEB Unsrat Manado. Jurnal Berkala Ilmiah Efisiensi, 15(4).
Pratama, A. A. N., Hamidi, M. L., and Cahyono, E. 2023. The Effect of Halal Brand Awareness on Purchase Intention in Indonesia: The Mediating Role of Attitude. Cogent Business and Management, 10(1).
Schmitt, B. 1999. Experiential Marketing. Journal of Marketing Management, 15(1–3), pp. 53–67.
Simamora, Bilson. 2008. Panduan Riset Perilaku Konsumen. PT. Gramedia Pustaka Utama.
Sjafitri H., Ramadan, Y. H., and Candra, Y. 2018. Pengaruh Experiential Marketing terhadap Brand Image Bank Nagari Cabang Ulak Karang Padang. Menara Ekonomi, 4(2).
Subawa, N. S., Widhiasthini, N. W., and Suastika, N. P. M. W. S. 2020. The Effect of Experiential Marketing, Social Media Marketing, and Brand Trust on Repurchase Intention in Ovo Applications. International Research Journal of Management, IT and Social Sciences, 7(3), pp. 11-21.
Sülük, S. B. and Aydin, K. 2019. Marketing Communications and Experiential Marketing in the Context of Augmented Reality. Contemporary Studies in Economic and Financial Analysis, 101, pp. 153–162.
Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Syuhada, M. and Heriyanto, M. 2017. Pengaruh Experiential Marketing terhadap Brand Awareness serta Dampaknya pada Minat Beli: Studi Kasus pada Produk Smartphone Samsung Electronic Indonesia Cabang Pekanbaru. JOM FISIP, 4(1).
Tih, S. and Lee, K. H. 2013. Perceptions and Predictors of Consumers' Purchase Intentions for Store Brands: Evidence from Malaysia. Asian Journal of Business and Accounting, 6(2).
Wang, Y., Ko, E., and Wang, H. 2022. Augmented Reality (AR) App Use in the Beauty Product Industry and Consumer Purchase Intention. Asia Pacific Journal of Marketing and Logistics, 34(1), pp. 110-131.
Widiastuti, E., Sukesi, S., and Handayani, A. 2023. The Effect of Customer Experience, Customer Satisfaction, and Brand Image on Customer Loyalty in Shopping Centers in the City of Solo. International Journal of Economics, Business and Innovation Research, 2(04), pp. 586-605.
DOI: http://dx.doi.org/10.21776/ub.jam.2024.022.01.07
Refbacks
- There are currently no refbacks.