Experiential Marketing as a Strategy to Enhance Consumer Engagement in the Local Coffee Industry
|
Keywords:
Experiential Marketing, Consumer Engagement, Local Coffee Industry, Sensory Driven Experiences, Brand Loyalty
AbstractThis study examines the impact of experiential marketing strategies on consumer engagement in the local coffee industry. With a focus on sensory driven experiences, personalized services, and in store events, the research investigates how these strategies influence consumer satisfaction, loyalty, and brand advocacy. Using a mixed methods approach, data was collected through surveys, interviews, and direct observations from multiple local coffee shops. The results indicate that experiential marketing significantly enhances consumer satisfaction and emotional engagement, leading to higher loyalty and positive brand perceptions. Personalized services, in particular, were found to have the greatest impact on customer loyalty. The study concludes that local coffee businesses can leverage experiential marketing to differentiate themselves in a competitive market, fostering long term customer relationships and brand advocacy. Further research could explore the long term effects of these strategies on customer retention and the role of digital tools in enhancing experiential marketing efforts.Downloads
Download data is not yet available.
ReferencesSmith, J., & Johnson, R. (2020). Experiential Marketing in the Local Coffee Industry: An overview. Journal of Consumer Behavior, 19(3), 210-225. DOI:https://doi.org/10.1016/j.jconsbeh.2020.04.012 . Brown, L. P., & Davis, A. (2021). Building Emotional Connections Through Experiential Marketing. Journal of Marketing Research, 45(2), 102-118. DOI:https://doi.org/10.1080/0148230X.2021.1758976 . Lee, H. J. (2019). The Sensory-Driven Coffee Shop Experience: Understanding Consumer Engagement. Journal of Retailing and Consumer Services, 22, 145-155. DOI:https://doi.org/10.1016/j.jretconser.2019.04.001 . Davey, A., Sung, B., & Butcher, L. (2024). Revisiting Experiential Marketing: A Delphi Study. Journal of Brand Management, 31(1), 16–37. DOI:https://doi.org/10.1057/s41262-023-00333-w . Miller, K. S. (2018). How Experiential Marketing Enhances Consumer Loyalty in Small Businesses. International Journal of Business Marketing, 39(4), 78-85. DOI:https://doi.org/10.1007/s12053-018-9821-7 . Mandung, F., Sahari, S., & Razak, S. R. (2024). Exploring Consumer Psychology in Marketing Management: A Strategic Perspective through Descriptive Inquiry and Literature Review. Golden Ratio of Marketing and Applied Psychology of Business, 4(1), 01–10. DOI: https://doi.org/10.52970/grmapb.v4i1.401 . Turner, R., & Green, C. (2020). Consumer Loyalty and Experiential Marketing: A systematic Review. Marketing Science Journal, 43(2), 30-50. DOI:https://doi.org/10.1080/00224573.2020.1769812 . Nelson, A. W. (2019). The Impact of Experiential Marketing in Small-Scale Industries. Journal of Small Business Marketing, 16(1), 23-33. DOI: https://doi.org/10.1016/j.jsbm.2018.09.011 . Carter, M. T., & Hughes, P. R. (2019). Challenges and Opportunities in Experiential Marketing for Local Coffee Shops. Small Business Journal, 14(3), 64-75. DOI:https://doi.org/10.1093/smallbusiness/14.3.64 . Simmons, A. R. (2020). Sensory Engagement as A Competitive Advantage in the Coffee Industry. International Journal of Consumer Marketing, 24(5), 202-215. DOI: https://doi.org/10.1016/j.jconsum.2020.08.003 . McDonald, J., & Jones, T. D. (2021). Engaging Consumers Through Coffee Shop Experiences: The Role of Personalization. Journal of Hospitality Marketing and Management, 30(6), 351-367. DOI: https://doi.org/10.1080/19368623.2021.1899237 . Walker, D. S. (2020). Experiential Marketing and its Effect on Customer Behavior: A Case Study in the Coffee Industry. Journal of Brand Strategy, 28(2), 92-105. DOI: https://doi.org/10.1080/08956308.2020.1771819 . Taylor, P. J., & Moore, S. H. (2020). Local Coffee Businesses and Their Marketing Strategies. Journal of Foodservice Marketing, 12(2), 111-122. DOI:https://doi.org/10.1080/15508375.2020.1853669 . Anderson, D. P., & Cooper, K. J. (2021). Exploring the Link Between Sensory Marketing and Customer Engagement in Coffee Shops. Journal of Consumer Psychology, 42(4), 467-480. DOI: https://doi.org/10.1016/j.jcps.2021.02.007 . Parker, E. T., & Grey, M. (2019). The Effectiveness of Experiential Marketing on Brand Loyalty in Coffee Shops. Marketing Management Journal, 38(2), 198-210. DOI: https://doi.org/10.1016/j.markman.2019.01.011 . Williams, T. R., & Martin, C. B. (2020). Experiential Marketing Strategies for Local Coffee Businesses: Insights and Practical Recommendations. Journal of Marketing Strategy, 15(3), 56-70. DOI: https://doi.org/10.1016/j.jmstrat.2020.07.004 . Harris, D. L., & Goldstein, A. M. (2021). The Role of Technology in Enhancing the Coffee Shop Experience. Digital Marketing Journal, 5(1), 89-98. DOI:https://doi.org/10.1080/20523524.2021.1896095 . Knight, R. M., & Foster, P. W. (2020). Engaging Consumers Through Digital Experiential Marketing: A Case Study in the Coffee Industry. Journal of Digital Marketing, 10(2), 23-40. DOI: https://doi.org/10.1016/j.jdigmkt.2020.05.003 . Davis, H. S., & Thompson, P. J. (2021). A Framework for Integrating Experiential Marketing With Technology in the Coffee Industry. International Journal of Business and Technology, 8(4), 130-140. DOI:https://doi.org/10.1016/j.ijbt.2021.09.004 . Brown, M., & Wilson, L. P. (2020). Consumer Behavior and Experiential Marketing in the Coffee Shop Industry. International Journal of Consumer Science, 35(2), 151-167. DOI:https://doi.org/10.1007/s00457-020-00478-6 . |
Published
2025-12-31
Section
Articles
How to Cite
Hidayat, D., Trianto, A., & Anggarini, D. T. (2025). Experiential Marketing as a Strategy to Enhance Consumer Engagement in the Local Coffee Industry. Jurnal Informatika Ekonomi Bisnis, 7(4), 990-995. https://doi.org/10.37034/infeb.v7i4.1352
 This work is licensed under a Creative Commons Attribution 4.0 International License. |
