EVALUASI EFEKTIVITAS EXPERIENTIAL MARKETING DALAM PAMERAN TEMATIK: STUDI KASUS PADA PARFUM MINYEUK PRET
DOI:
https://doi.org/10.46576/414p5w72Keywords:
Pemasaran Berbasis Pengalaman, UMKM, Pameran Tematik, Interaksi Sensorik, Parfum Minyeuk PretAbstract
Penelitian ini mengevaluasi efektivitas experiential marketing bagi UMKM parfum lokal dalam lingkungan pameran tematik yang terbatas. Menggunakan metode studi kasus evaluatif, penelitian ini berfokus pada Parfum Minyeuk Pret selama partisipasinya dalam Muslimah Creative Day 2025. Data dikumpulkan melalui observasi partisipatif, dokumentasi penjualan, dan catatan reflektif, kemudian dianalisis melalui kerangka deskriptif-kualitatif. Temuan menunjukkan bahwa implementasi dimensi Sense, Feel, dan Relate melalui touchpoints penciuman sangat krusial untuk membangun keunikan persepsi. Penelitian ini mengungkap adanya Sensory-to-Conversion Lag yang membuktikan bahwa keputusan pembelian didorong oleh kualitas interaksi dibandingkan sekadar jumlah pengunjung. Hasil ini menunjukkan bahwa bagi UMKM regional, strategi story-living sangat penting untuk melampaui persaingan fungsional dan membangun resonansi merek. Penelitian menyimpulkan bahwa experiential marketing berfungsi sebagai alat penjualan taktis sekaligus laboratorium pembelajaran pasar strategis, yang memungkinkan jenama parfum lokal membangun kehadiran kompetitif di skala nasional.
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