Penerapan Konsep Experential Marketing Dalam Meningkatkan Engagement Konsumen Pada Toko  MY HOCKY ACC

Priani

doi:10.64276/ams.v1i2.62

Authors

Priani Politeknik Unggul LP3M

DOI:

https://doi.org/10.64276/ams.v1i2.62

Keywords:

Experiental Marketing, Sense, Feel, Customer Engagement, Consumer Loyalty

Abstract

This study analyzes how experiential marketing; sense, feel, think, act, and relate. Enhances customer engagement at MY HOCKY ACC Store Medan. Using a descriptive quantitative approach, a survey was conducted with 50 respondents. Results show that all five dimensions received positive responses. The sense dimension was rated fairly good in creating sensory experiences through product layout, lighting, clear price information, and product completeness. The feel dimension strongly shaped emotional experiences, with customers feeling comfortable, happy, and emotionally connected while shopping. The think dimension stimulated curiosity through creative promotions, while the act dimension encouraged customers to try products directly, increasing confidence in purchase decisions. The relate dimension strengthened social connection, motivating customers to recommend the store and share their experiences. Overall, experiential marketing creates a positive shopping experience, increases engagement, and strengthens loyalty. Among all dimensions, feel was the most dominant driver; therefore, emotional management through friendly service, a pleasant atmosphere, and consistent employee interactions should be prioritized to build MY HOCKY ACC Store’s competitive advantage.

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