Usulan Strategi Pemasaran dengan Menggunakan Experiential Marketing dan Fault Tree Analysis (FTA)
DOI:
https://doi.org/10.53912/iejm.v7i2.344Abstract
Ramainya perkembangan sektor industri makanan dan minuman di Pekanbaru menyebabkan tingkat persaingan yang semakin kuat. Oleh karena itu, Cafe Ice Cream Durian Asli harus menemukan strategi yang tepat yang mempengaruhi pelanggan agar tetap loyal guna meningkatkan persaingan demi tercapainya target penjualan yang ditetapkan. Untuk mencapai suatu tujuan tersebut, maka harus diketahui terlebih dahulu faktor-faktor dari variabelvariabel experiential marketing yang mempengaruhi loyalitas pelanggan di Cafe Ice Cream Durian Asli. Kemudian dilakukan analisis FTA (Fault Tree Analysis) untuk mendapatkan usulan strategi yang tepat untuk Cafe Ice Cream Durian Asli. Penelitian yang bertujuan untuk menghasilkan usulan strategi menggunakan FTA berdasarkan variabelvariabel experiential marketing yang mempengaruhi. Hasil dari penelitian yang dilakukan yaitu menawarkan produk sesuai selera pelanggan serta memanfaatkan fasilitas dengan semaksimal mungkin dan mengevaluasi kinerja karyawan dengan memperhitungkan kondisi mood pelanggan
Kata Kunci: Experiential Marketing, Fault Tree Analysis (FTA), Loyalitas Pelanggan.
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