IMPLEMENTASI KOMUNIKASI PEMASARAN MENGGUNAKAN EXPERIENTIAL MARKETING DI PASAR SENI DAN WISATA GABUSAN, KABUPATEN BANTUL, D.I YOGYAKARTA

Bingkassiwi Rofiaturrosyidah Inhardy, NIM.: 19107030088 (2023) IMPLEMENTASI KOMUNIKASI PEMASARAN MENGGUNAKAN EXPERIENTIAL MARKETING DI PASAR SENI DAN WISATA GABUSAN, KABUPATEN BANTUL, D.I YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Pasar Seni dan Wisata Gabusan (PSG) in Bantul is a market created to fulfill the aesthetic needs of tourists and serve as a platform for craftsmen to sell their products. However, since 2007, this market located in the Sewon District of Bantul Regency, Yogyakarta Special Region Province, has experienced a decline in buyers leading many artisans in PSG Bantul to close their stalls. Therefore, the management of PSG Bantul has made efforts to revitalize this art market, including marketing communication aimed at creating customer experiences (experiential marketing). This study aims to analyze the implementation of experiential marketing at Pasar Seni dan Wisata Gabusan in Bantul Regency, Yogyakarta Special Region. The method employed is a case study. This research analyzes two elements of experiential marketing: strategic experiential modules (SEMs) and experiential providers (ExPros). The results of this study indicate that PSG Bantul has implemented SEMs consisting of sense, feel, think, act, and has also optimized ExPros tactical tools, encompassing communication, product presence, spatial environment, and people. Customer experience creation programs have successfully encompassed three customer aspects: cognitive, affective, and conative.

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