Jurnal Ilmiah Manajemen dan Kewirausahaan
Vol 3 No 3 (2023): September : Jurnal Ilmiah Manajemen dan Kewirausahaan

Indonesian Skin Care Stores' Emotional Marketing

Akhmad Nur Zaroni (UIN Sultan Aji Muhammad Idris Samarinda)
Sofia Maulida (STIE Bisnis Indonesia)
Heny Herawati (IMPM Lampung)
Syamsu Rijal (Universitas Negeri Makassar)
Arief Yanto Rukmana (Sekolah Tinggi Ilmu Ekonomi STAN IM)

Article Info

Publish Date
02 Oct 2023

Abstract

The purpose of this study is to determine how Scarlett Skincare Store patronage is influenced by emotional and experiential marketing strategies. With a sample of 91 clients, the population of this study is all Scarlett Skincare Store patrons. In this study, unintentional sampling is used. Using IBM SPSS 20, multiple linear regression analysis tools (multiple correlation, determination, F test, and t test) were used to conduct a quantitative study of this research. The study's findings demonstrate how consumer psychology, marketing emotions, and experiential marketing affect Indonesia Skincare Store patron loyalty.

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Journal Info
Jurnal Ilmiah Manajemen dan Kewirausahaan
Website

Abbrev

jimak

Publisher

Sekolah Tinggi Ilmu Ekonomi Trianandra

Subject

Economics, Econometrics & Finance

Description

Jurnal Ilmiah Manajemen dan Kewirausahaan (JIMAK) adalah jurnal yang ditujukan untuk publikasi artikel ilmiah manajemen dan kewirausahaan yang diterbitkan oleh Sekolah Tinggi Ilmu Ekonomi Trianandra. Jurnal ini adalah jurnal studi ilmu manajemen, bisnis dan Kewirausahaan. Jurnal Ilmiah Manajemen dan ...