SELFIE MARKETING AND CUSTOMER LOYALTY: MEDIATING ROLE OF EXPERIENTIAL SHOPPING
DOI:
https://doi.org/10.31933/jimt.v1i3.100Keywords:
Customer Loyalty, Experiential Shopping, Selfie MarketingAbstract
The increasing growth of modern food stalls showed a change in the behavior of consumers, especially for teenagers to fulfill the needs of a representative place to increase social activity. The purpose of this study is to analyze the effect of selfie marketing and customer loyalty with experiential shopping as a mediating role. The authors seek to understand how this selfie marketing to determine the customer loyalty of modern food stalls customer through experiential shopping. Design research using quantitative methods with the approach of the survey. Sample consumer research is the modern method of stalls that add up to 150 people. Sampling method using judgement sampling. The tools of data analysis using the method PLS. Finding suggests that experiential shopping has a significant effect on selfie marketing and experiential shopping and selfie marketing affects customer loyalty on modern food stalls.
References
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Bilgihan, A., Okumus, F., Nusair, K., & Bujisic, M. (2013). Online experiences: flow theory, measuring online customer experience in e-commerce and managerial implications for the lodging industry. Information Technology & Tourism, 1-23.
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Charoensukmongkol, P. (2016). Exploring Personal Characteristic Associated With Selfie-liking. Journal of Psychosocial Research On Cyber Space. Vol 10 No.2 (2016).
Cizmeci, F & Ercan, T, (2015). The Effect of Digital Marketing Communication Tools in The Creation Brand Awareness By Housing Companies. MEGARON 2015;10(2):149-161.
Clark, M. & Wood, R. (1999), "Consumer loyalty in the restaurant industry", British Food Journal, Vol. 101 No. 4, pp. 317-327. https://doi.org/10.1108/00070709910272196
Fox, A.k.. Bacile, T.J., Nakhata,C. & Weible, A (2018). Selfie-marketing : Exploring Narcissism and Self-Concept in Visual User-Generated Content On Social Media. Journal of Consumer Marketing 35/1 (2018) 11–21 © Emerald Publishing Limited.
Farias, S. A., Aguiar, E. C., & Melo, F. V. S. 2014. Store Atmospherics and Experiential Marketing: A Conceptual Framework and Research Propositions for An Extraordinary
Customer Experience. International Business Research, 7(2): 87-99.
Heung, V, (2007). American theme restaurants: A study of consumer's perceptions of the important attributes in restaurant selection. Journal Asia Pacific Journal of Tourism Research Volume 7, 2002. Taylor & Francis Online.
Iqani, M & Schroeder, J ( 2015). Selfie: Digital Self-portraits as Commodity Form and Consumption Practice. Journal Consumption Markets & Culture. Volume 19, 2016.
Kim. M.S & Stepchenkova, S (2017). Examining the impact of experiential value on emotions, self-connective attachment, and brand loyalty in Korean family restaurants. Journal of Quality Assurance in Hospitality & Tourism. ISSN: 1528-008X (Print) 1528-0098 (Online) Journal homepage: http://www.tandfonline.com/loi/wqah20
Kotler, P & Keller, (2011). Manajemen Pemasaran. Edisi 13 Jilid 1. Erlangga. Jakarta.
Lang, M & Hooker, N. H.(2013). An Empirical Test of Experiential Shopping in Food Retailing. British Food Journal, vol.115 No5,pp.639-652.
Pine, J & Gilmore, J. (1999). The Experience Economy: Work is theater and every business stage. Cambridge: Harvard Business Press.
Rodrigues, M.V. (2017). New Trends in Store Atmosphere: An Application to the Telecommunication Sector. Dissertation submitted as partial requirement for the conferral of MSc in Marketing.
Sahin, A., Zehirb, C. & Kitapcib, H (2011). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands. 7th International Strategic Management Conference. Procedia Social and Behavioral Sciences 24 (2011) 1288–1301. Available online at www.sciencedirect.com
Same, L & Jorma, L. (2012). Marketing Theory : Experience Marketing and Experiential Marketing. International Scientific Conference “Business and Management. Lithuania.
Schmitt, B. (1999). Experiential Marketing . Journal of Marketing Management. Vol 15 PP 53-67. HTTP : www. Tandfonline.com/lot/rjmmzoo.
Senft, Theresa, & Baym, N. (2015). What Does the Selfie Say? Investigating a Global Phenomenon. International Journal of Communication 9(2015), Feature 1588–1606 1932– 8036/2015.
Sharma, R & Visal, S. (2011). Experiential Marketing : A Contemporary Marketing Mix. International Journal Of Management and Strategy. Vol No: II. Issue 3.
Spena, T. R., Caridà, A., Colurcio, M., & Melia, M. (2012). Store experience and co-creation: the case of the temporary shop. International Journal of Retail & Distribution Management.
Weichan, J & Yang, Y, (2016). What Can We Know From Selfies-An Exploratory Study On Selfie And The Implication For Marketers? Global Marketing Conference at Hong Kong 597 2016. http://dx.doi.org/10.15444/GMC2016.05.03.05
Ward, C. (2014). https://www.mycustomer.com/marketing/technology/selfies-as-amarketing-tool-inspired-or-insane.
Bilgihan, A., Okumus, F., Nusair, K., & Bujisic, M. (2013). Online experiences: flow theory, measuring online customer experience in e-commerce and managerial implications for the lodging industry. Information Technology & Tourism, 1-23.
Bowden, J (2009). Customer Engagement: A Framework for Assessing Customer-Brand Relationships: The Case of the Restaurant Industry. Volume 18, 2009 - Issue 6
Cetin, G., Akova, O., & Kaya, F (2014). Components of Experiential Value : Case of Hospitality Industry. 10th International Strategic Management Conference. Science direct Procedia - Social and Behavioral Sciences 150 ( 2014 ) 1040 – 1049 .
Charoensukmongkol, P. (2016). Exploring Personal Characteristic Associated With Selfie-liking. Journal of Psychosocial Research On Cyber Space. Vol 10 No.2 (2016).
Cizmeci, F & Ercan, T, (2015). The Effect of Digital Marketing Communication Tools in The Creation Brand Awareness By Housing Companies. MEGARON 2015;10(2):149-161.
Clark, M. & Wood, R. (1999), "Consumer loyalty in the restaurant industry", British Food Journal, Vol. 101 No. 4, pp. 317-327. https://doi.org/10.1108/00070709910272196
Fox, A.k.. Bacile, T.J., Nakhata,C. & Weible, A (2018). Selfie-marketing : Exploring Narcissism and Self-Concept in Visual User-Generated Content On Social Media. Journal of Consumer Marketing 35/1 (2018) 11–21 © Emerald Publishing Limited.
Farias, S. A., Aguiar, E. C., & Melo, F. V. S. 2014. Store Atmospherics and Experiential Marketing: A Conceptual Framework and Research Propositions for An Extraordinary
Customer Experience. International Business Research, 7(2): 87-99.
Heung, V, (2007). American theme restaurants: A study of consumer's perceptions of the important attributes in restaurant selection. Journal Asia Pacific Journal of Tourism Research Volume 7, 2002. Taylor & Francis Online.
Iqani, M & Schroeder, J ( 2015). Selfie: Digital Self-portraits as Commodity Form and Consumption Practice. Journal Consumption Markets & Culture. Volume 19, 2016.
Kim. M.S & Stepchenkova, S (2017). Examining the impact of experiential value on emotions, self-connective attachment, and brand loyalty in Korean family restaurants. Journal of Quality Assurance in Hospitality & Tourism. ISSN: 1528-008X (Print) 1528-0098 (Online) Journal homepage: http://www.tandfonline.com/loi/wqah20
Kotler, P & Keller, (2011). Manajemen Pemasaran. Edisi 13 Jilid 1. Erlangga. Jakarta.
Lang, M & Hooker, N. H.(2013). An Empirical Test of Experiential Shopping in Food Retailing. British Food Journal, vol.115 No5,pp.639-652.
Pine, J & Gilmore, J. (1999). The Experience Economy: Work is theater and every business stage. Cambridge: Harvard Business Press.
Rodrigues, M.V. (2017). New Trends in Store Atmosphere: An Application to the Telecommunication Sector. Dissertation submitted as partial requirement for the conferral of MSc in Marketing.
Sahin, A., Zehirb, C. & Kitapcib, H (2011). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands. 7th International Strategic Management Conference. Procedia Social and Behavioral Sciences 24 (2011) 1288–1301. Available online at www.sciencedirect.com
Same, L & Jorma, L. (2012). Marketing Theory : Experience Marketing and Experiential Marketing. International Scientific Conference “Business and Management. Lithuania.
Schmitt, B. (1999). Experiential Marketing . Journal of Marketing Management. Vol 15 PP 53-67. HTTP : www. Tandfonline.com/lot/rjmmzoo.
Senft, Theresa, & Baym, N. (2015). What Does the Selfie Say? Investigating a Global Phenomenon. International Journal of Communication 9(2015), Feature 1588–1606 1932– 8036/2015.
Sharma, R & Visal, S. (2011). Experiential Marketing : A Contemporary Marketing Mix. International Journal Of Management and Strategy. Vol No: II. Issue 3.
Spena, T. R., Caridà, A., Colurcio, M., & Melia, M. (2012). Store experience and co-creation: the case of the temporary shop. International Journal of Retail & Distribution Management.
Weichan, J & Yang, Y, (2016). What Can We Know From Selfies-An Exploratory Study On Selfie And The Implication For Marketers? Global Marketing Conference at Hong Kong 597 2016. http://dx.doi.org/10.15444/GMC2016.05.03.05
Ward, C. (2014). https://www.mycustomer.com/marketing/technology/selfies-as-amarketing-tool-inspired-or-insane.
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Published
2020-02-07
How to Cite
Octavia, A., & Yayuk Sriayudha. (2020). SELFIE MARKETING AND CUSTOMER LOYALTY: MEDIATING ROLE OF EXPERIENTIAL SHOPPING. Jurnal Ilmu Manajemen Terapan, 1(3), 231–238. https://doi.org/10.31933/jimt.v1i3.100
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