Marketing experiencial y decisión de compra: más allá del sabor
Palabras clave:
Marketing experiencia, decisión de compra, experiencia sensorial, fidelización del cliente
Resumen
La investigación tuvo como objetivo determinar la relación entre el marketing experiencial y la decisión de compra en el sector alimentario. La metodología tuvo un enfoque cuantitativo, diseño no experimental y corte transversal; se encuestó a 112 clientes de una empresa del sector en la región de Huánuco mediante muestreo estratificado proporcional. El análisis con el coeficiente de Spearman arrojó un valor de 0.665, evidenciando una relación positiva moderada entre ambas variables, donde las experiencias sensoriales influyen en la percepción del consumidor y su intención. Con base en estos resultados, el marketing experiencial se establece como un elemento relevante en la diferenciación de marca y en la toma de decisiones del consumidor, lo que resalta su importancia en la estrategia empresarial y su impacto en la competitividad del mercado.
Citas
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Ishara, W. A. M., & Gayathree, P. K. (2020). The Role of Experiential Marketing in Retaining the Customers of the Hospitality Industry in Sri Lanka. International Journal of Business and Management Invention (IJBMI), 9(6), 10-19. https://www.ijbmi.org/papers/Vol(9)6/Series-2/B0906021019.pdf
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Diemer, N., Staudacher, P., Atuhaire, A., Fuhrimann, S., & Inauen, J. (2020). Smallholder farmers’ information behavior differs for organic versus conventional pest management strategies: A qualitative study in Uganda. Journal of Cleaner Production, 257(120465), 120465. https://doi.org/10.1016/j.jclepro.2020.120465
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Ekasari, S., Tannady, H., Gunawan, E., Nawangwulan, I. M., & Anantadjaya, S. P. D. (2023). Analisis Peningkatan Customer Satisfaction Pelanggan Indihome Melalui Service Quality Dan Brand Image. Journal of Economic Bussines and Accounting (COSTING), 6(2), 1356–1365. https://doi.org/10.31539/costing.v6i2.5280
Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business & Management, 7(1), 1787733. https://doi.org/10.1080/23311975.2020.1787733
Fernandes, T. & Moreira, M. (2019). Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships. Journal of Product & Brand Management, 28(2), 274-286. https://doi.org/10.1108/JPBM-08-2017-1545
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Fortunata, R., & Toni, N. (2020). The influence of Service Quality, tuition fee and promotion on student decisions to continue study in Postgraduate of Prima Indonesia University. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 3(2), 829–837. https://doi.org/10.33258/birci.v3i2.910
George, D., & Mallery, P. (2006). SPSS for Windows step by step: A simple guide and reference. 14.0 update. (7th Edition). Allyn & Bacon.
Ghorbanzadeh, D. (2021). From satisfaction to loyalty: the role of emotional structures in the process of transition from satisfaction to loyalty. Asia-Pacific Journal of Business Administration, 13(3), 335–356. https://doi.org/10.1108/apjba-07-2020-0225
Gómez-Encinas, L. (2019). The neoliberal tourism system: Strategies of production and distribution of travel. En Neoliberalism in Multi-Disciplinary Perspective (pp. 155–169). Springer International Publishing.
Gómez-Suárez, M., & Yagüe, M. J. (2021). Making sense from experience: How a sustainable multi-sensory event spurs word-of-mouth recommendation of a destination brand. Sustainability, 13(11), 5873. https://doi.org/10.3390/su13115873
Hagtvedt, H., & Brasel, S. A. (2017). Color saturation increases perceived product size. Journal of Consumer Research, 44(2), 396-413. https://doi.org/10.1093/jcr/ucx039
Hoffman, D. L., Moreau, C. P., Stremersch, S., & Wedel, M. (2022). The rise of new technologies in marketing: A framework and outlook. Journal of Marketing, 86(1), 1–6. https://doi.org/10.1177/00222429211061636
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Hutabarat, W. M., & Prabawani, B. (2020). Pengaruh Experiential Marketing dan Sales Promotion terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Intervening pada Pelanggan Go-Ride Semarang. Jurnal Ilmu Administrasi Bisnis, 9(2), 12-22. https://doi.org/10.14710/jiab.2020.27155
Ishara, W. A. M., & Gayathree, P. K. (2020). The Role of Experiential Marketing in Retaining the Customers of the Hospitality Industry in Sri Lanka. International Journal of Business and Management Invention (IJBMI), 9(6), 10-19. https://www.ijbmi.org/papers/Vol(9)6/Series-2/B0906021019.pdf
Kar, A. K., & Kushwaha, A. K. (2023). Facilitators and barriers of artificial intelligence adoption in business–insights from opinions using big data analytics. Information Systems Frontiers, 25(4), 1351-1374. https://doi.org/10.1007/s10796-021-10219-4
Karuniatama, I. H., Barata, D. D., & Suyoto, Y. T. (2020). Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan Ritel Di Indonesia. WIDYAKALA: JOURNAL OF PEMBANGUNAN JAYA UNIVERSITY, 7(1), 28. https://doi.org/10.36262/widyakala.v7i1.277
Kim, Y.-K., & Sullivan, P. (2019). Emotional branding speaks to consumers’ heart: the case of fashion brands. Fashion and Textiles, 6(1). https://doi.org/10.1186/s40691-018-0164-y
Kitsios, F., Mitsopoulou, E., Moustaka, E., & Kamariotou, M. (2022). User-Generated Content behavior and digital tourism services: A SEM-neural network model for information trust in social networking sites. International Journal of Information Management Data Insights, 2(1), 100056. https://doi.org/10.1016/j.jjimei.2021.100056
Kotler, P., & Keller, K. L. (2016). Marketing Management. (15th ed.). Pearson.
Larocca, M. T. G., Ladeira, R., Silva, Á. L. L. D. A., & Mello, R. C. (2020). Experience marketing: a study of the conceptual aspects. Cadernos EBAPE BR, 18(spe), 781–793. https://doi.org/10.1590/1679-395120190079x
Lee, D., & Wan, C. (2023). The impact of mukbang live streaming commerce on consumers’ overconsumption behavior. Journal of Interactive Marketing, 58(2–3), 198–221. https://doi.org/10.1177/10949968231156104
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
Levy, S., & Gendel Guterman, H. (2021). Twofold impact of experiential marketing: Manufacturer brand and hosting retailer. EuroMed Journal of Business 16(4), 345–360. https://doi.org/10.1108/EMJB-03-2020-0028
Liu, H., Fu, Y., & He, H. (2020). The Mechanism of the Effects of Experiential Marketing on Urban Consumers’ Well‐Being. Complexity, 2020(1), 8813906. https://doi.org/10.1155/2020/8813906
Liu, H., Jayawardhena, C., Osburg, V. S., Yoganathan, V., & Cartwright, S. (2021). Social sharing of consumption emotion in electronic word of mouth (eWOM): A cross-media perspective. Journal of Business Research, 132, 208-220. https://doi.org/10.1016/j.jbusres.2021.04.030
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., Ma, J., Bonaiuto, F., & Bonaiuto, M. (2020). Apple or Huawei: understanding flow, brand image, brand identity, brand personality and purchase intention of smartphone. Sustainability, 12(8), 3391. https://doi.org/10.3390/su12083391
Meilatinova, N. (2021). Social commerce: factors affecting customer repurchase and word-of-mouth intentions. International Journal of Information Management, 57, 102300. https://doi.org/10.1016/j.ijinfomgt.2020.102300
Meliantari, D. (2022). Potensi jonggol garden di desa Cibodas dalam prospek pengembangan pariwisata. Jurnal Perspektif Manajerial dan Kewirausahaan, 3(1), 62-74. https://doi.org/10.59832/jpmk.v3i1.179
Mohd Thas Thaker, H., Khaliq, A., Ah Mand, A., Iqbal Hussain, H., Mohd Thas Thaker, M. A. B., & Allah Pitchay, A. B. (2020). Exploring the drivers of social media marketing in Malaysian Islamic banks: An analysis via smart PLS approach. Journal of Islamic Marketing, 12(1), 145–165. https://doi.org/10.1108/jima-05-2019-0095
Muljani, N. (2021). Pengaruh Experiential Marketing Terhadap Loyalitas Pelanggan Dimediasi Oleh Kepuasan Pelanggan (Studi Pada Restoran Boncafe di Surabaya). Procuratio: Jurnal Ilmiah Manajemen, 9(2), 210-221. https://ejournal.pelitaindonesia.ac.id/ojs32/index.php/PROCURATIO/article/view/1131
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Publicado
2025-04-03
Cómo citar
Herrada Salazar, S. V., Valdivia Meza, G. K., Rivera López, C. del P., & Callan Bacilio, R. (2025). Marketing experiencial y decisión de compra: más allá del sabor. Revista Venezolana De Gerencia, 30(110), 1132-1145. Recuperado a partir de https://mail.produccioncientificaluz.org/index.php/rvg/article/view/43725
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