The Experiential Marketing Forming Factors of Customers of the Traditional Concept Restaurants in Sleman Regency Special Region of Yogyakarta, Indonesia

Abstract

The research objective was to identify and explain the forming factors of Experiental Marketing. This study used Experiential Marketing variables which were divided into Sense, Feel, Think, Act, and Relate. The research respondents were the customers of traditional concept restaurants in Sleman Regency, Special Region of Yogyakarta. The sampling technique used purposive random sampling method with data collection method by using a questionnaire that was distributed to 261 respondents. The research data were processed by using the Factor Analysis method. Then, exploratory factor analysis (EFA) was used because the formed factors were not determined in advance. Based on the factor analysis results, it could be concluded that there are four factors that influence and shape experiential marketing, namely the factors of Empathy, Atmosphere, Responsiveness, and Product Quality.