Experiential Marketing Analysis at Saung Angklung Udjo Bandung

Hilda Monoarfa; Tetty Herawaty; Ahmad Zaki

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Paper

Experiential Marketing Analysis at Saung Angklung Udjo Bandung

In 1st International Conference on Islamic Economics, Business, and Philanthropy ICIEBP - Volume 1, 532-537, 2017 , Bandung, Indonesia

Authors: Hilda Monoarfa ¹ ; Tetty Herawaty ² and Ahmad Zaki ²

Affiliations: ¹ Universitas Pendidikan Indonesia and Bandung, Indonesia ; ² Universitas Padjadjaran and Bandung, Indonesia

Keyword(s): Strategic Experiential Modules (SEMs); Experiential elements Providers (ExPros).

Abstract: This study aims to find out the phenomenon of tourism object Saung angklung udjo which became one of the tourist destinations in the city of Bandung. The research method uses qualitative technique and descriptive research. The method of analysis used is the technique of data reduction, display data and verification. Test data credibility using triangulation. The results of this study found that Saung Angklung Udjo Bandung, has owned and applied experiential marketing well to provide impressive experience to the visitors through experiential modeling dimensions, namely Strategic Experiential Modules (SEMs) and tactical tools that applied through seven Experiential elements Providers (ExPros) where the two dimensions are a unity of processes and tactical tools to achieve the purpose of experiential marketing implementation.

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Paper citation in several formats:

Monoarfa, H.; Herawaty, T. and Zaki, A. (2018). Experiential Marketing Analysis at Saung Angklung Udjo Bandung. In 1st International Conference on Islamic Economics, Business, and Philanthropy - ICIEBP; ISBN 978-989-758-315-5; ISSN 2184-2736, SciTePress, pages 532-537. DOI: 10.5220/0007085305320537

@conference{iciebp18,
author={Hilda Monoarfa. and Tetty Herawaty. and Ahmad Zaki.},
title={Experiential Marketing Analysis at Saung Angklung Udjo Bandung},
booktitle={1st International Conference on Islamic Economics, Business, and Philanthropy - ICIEBP},
year={2018},
pages={532-537},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007085305320537},
isbn={978-989-758-315-5},
issn={2184-2736},
}

TY - CONF

JO - 1st International Conference on Islamic Economics, Business, and Philanthropy - ICIEBP
TI - Experiential Marketing Analysis at Saung Angklung Udjo Bandung
SN - 978-989-758-315-5
IS - 2184-2736
AU - Monoarfa, H.
AU - Herawaty, T.
AU - Zaki, A.
PY - 2018
SP - 532
EP - 537
DO - 10.5220/0007085305320537
PB - SciTePress