Hubungan Strategi Komunikasi Pemasaran Experiential dengan Kepuasan Pelanggan Chingu Korean Fan Cafe Bandung

Abstract

Abstract. Bandung has long been known as a home for culinary industry. Many new startups grow every day in the city. To win in an increasingly competitive market competition, entrepreneurs develop ideas to attract customers. One of the marketing communication strategies mainly used to improve customer satisfaction is by providing unforgettable experience. This concept of marketing is called experiential marketing which are consisted of five aspects, namely: sense, feel, think, act, and relate. Currently, experiential marketing is employed by Chingu Korean Fan Café Bandung in an attempt to win in the culinary business competition. The aim of this study was to analyze the relationship between (1) sense marketing, (2) feel marketing, (3) think marketing, (4) act marketing, (5) relate marketing aspects with customer satisfaction of Chingu Korean Fan Café Bandung. Correlational method was applied for this study in order to analyze to what extent a relationship in one factor correlate with the variation of other factor. Selected population in this study is customer of Chingu Korean Fan Cafe Bandung  totaling 95 people, with a sampling technique that is random sampling. Data collection techniques used in this study were questionnaires, and literature. Data processing technique using Spearman rank analysis methode through software SPSS 22 for Window. The results of this study revealed that there were positive relationships among the five aspects, (1) sense marketing by providing a positive sensory experience such as interior design, music room and the presentation of the foods (2) feel marketing in the form of positive affective experience such as good service, safety and comfort (3) think marketing in the form of cognitive experience such as strategic location and quality services (4) act marketing in the form of lifestyle experience such as different choices of menu and (5) relate marketing in the form of good relationship between customers and the company and special treatment. All of these aspects had positive and significant relationship with Chingu Korean Fan Café Bandung’s customer satisfaction.

 

Abstrak. Industri kuliner saat ini telah banyak berdiri di Bandung. Untuk mengatasi persaingan bisnis kuliner yang semakin kompetitif, para pengusaha kuliner menerapkan ide-ide untuk menarik minat pelanggan. Salah satu strategi komunikasi pemasaran yang digunakan untuk menciptakan kepuasan pelanggan adalah dengan mememberikan pengalaman positif tak terlupakan. Konsep pemasaran ini dinamakan experiential marketing yang terdiri dari aspek sense (pancaindera), feel (perasaan), think (cara berpikir), act (tindakan), dan relate (ikatan). Experiential marketing diterapkan oleh Chingu Korean Fan Cafe Bandung dalam menghadapi persaingan bisnis kuliner. Tujuan penelitian ini adalah untuk mengetahui apakah terdapat hubungan antara (1) aspek sense marketing,(2) feel marketing, (3) think marketing,(4) act marketing, (5) relate marketing dengan kepuasan pelanggan Chingu Korean Fan Cafe Bandung. Metode yang digunakan dalam penelitian ini yaitu korelasional dengan tujuan meneliti sejauhmana hubungan pada satu faktor berkaitan dengan variasi pada faktor. Populasi yang dipilih dalam penelitian ini adalah pelanggan Chingu Korean Fan Cafe Bandung yang berjumlah 95 orang, dengan penentuan sampel berdasarkan teknik Random Sampling. Teknik pengolahan data menggunakan metode analisa rank Spearman melalui software SPSS 22 for Window. Berdasarkan hasil penelitian menggambarkan terdapat hubungan yang kuat antara kelima aspek tersebut diantaranya (1)sense marketing dengan memberikan pengalaman inderawi yang positif seperti desain interior, musik ruangan, dan sajian makanan,(2) feel marketing berupa pengalaman afektif yang positif seperti pelayanan yang  baik, keamanan dan kenyamanan ruangan, (3) think marketing berupa pengalaman kognitif seperti lokasi yang strategis dan kualitas pelayanan (4) act marketing berupa pengalaman gaya hidup pelanggan seperti dengan mendapatkan variasi menu yang beragam, dan (5) relate marketing berupa terjalinnya hubungan yang baik antara pelanggan dan perusahaan, dan adanya perlakuan istimewa memiliki hubungan yang kuat dengan kepuasan pelanggan Chingu Korean Fan Cafe Bandung.