The Influence of Experiential Marketing and Experiential Learning on Experiential Brand Perception at Ruang Keramik Studio Metro

Mutiara Yolita; Maulana Agung Pratama; May Roni

doi:10.63922/ijebir.v5i04.3918

Mutiara Yolita Department of Business Administration, University of Lampung, Bandar Lampung, Indonesia
Maulana Agung Pratama Department of Business Administration, University of Lampung, Bandar Lampung, Indonesia.
May Roni Department of Business Administration, University of Lampung, Bandar Lampung, Indonesia.

DOI: https://doi.org/10.63922/ijebir.v5i04.3918

Keywords: experiential marketing, experiential learning, experiential brand perception

Abstract

The rapid development of the experience-based creative industry has increased consumer interest in activities that are not merely consumptive but also provide meaningful experiences and learning opportunities. Consequently, various experience-based businesses have emerged, such as the Metro Ceramics Studio, which offers hands-on experiences in ceramics making. Therefore, this study is intended to investigate how interactive promotional approaches influence the observed phenomenon. and experience-based learning activities affect the formation of brand experience perception at the Metro Ceramics Studio. The research was conducted using a numerical-based approach by collecting data from 97 individuals who had experience visiting the location to Ruang Keramik Studio Metro. A structured questionnaire using a Likert scale was utilized as the data collection tool, and the data were analyzed using multiple linear regression. The results of this study indicate that experiential marketing and experiential learning have a positive and significant influence on experiential brand perception, both partially and simultaneously. Experiential marketing plays a role in creating memorable experiences through direct interaction with consumers, while experiential learning provides added value in the form of learning that strengthens consumers’ perceptions of the brand.

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