Experiential Marketing: a Review of Relationship to the Customer Satisfaction in Online Transportation (Study in Gojek Indonesia)
Marheni Eka Saputri; Nia Kurniasih; Yuni Artha Sinaga

Telkom University, Institute Technology Bandung; Telkom University

Abstract

Gojek is an online transportation service that helps community to handle the transportation need within the congestion situation. The founder Nadiem Makarim made GoJek as the tagline An Ojek for Every Need which are: Instant Courier, Transport and Shopping. So there you have it, an ojek for every need. Gojek provides a different experience for consumers when using the services of Ojek online. The customer only have to downloaded the application. It was super easy to sign up, the customer just need to provide their name, phone numer, email and password. Gojek using Experiential Marketing as its best value. Experiential Marketing creates an impression for consumers. Providing the unique experience that matches the customers mind is important. Good or positive experience will result the customer satisfaction and the customer who satisfied will using the services again even being a loyal customer. Gojek stimulates the five senses of the consumer by giving the sense of a unique experience to the consumer such as the color of Gojek attribute using green jacket and green helmet. Ride carefully and respond quickly at the time are the feel that received by the customer. Gojek customers will think that Gojek provides many services such as Go-transport, Go-instancurier (Go-box), Go-food, and customers can easily make transactions or order the service. Customers can also download apps from iOS or PlayStore for each smartphone and android gadget. From these applications customers can directly perform all transactions in accordance with customer needs. The drivers of Gojek also provided facilities in the form of smartphones to be able to conduct transactions to customers. So as to quickly respond to customer requests / orders, this is the action given by Gojek to make customer satisfaction. It combines all the dimensions of sense, feel, think, act that will relate feelings and experiences between company, drivers and customers. This study aims to determine Experiential Marketing in Gojek whether Sense, Feel, Think, Act and Relate Marketing are influence the customers satisfaction. This research uses multiple regression analysis technique. The type of research is quantitative research. Number of respondents in this study 400 respondents. The results obtained in this study indicate that Experiential Marketing in Gojek Indonesia simultaneously has significant effect to customer satisfaction. But in partially the variable who has significant effect to customer satisfaction only 4 variable such as Feel, Think, Act and Related, meanwhile Sense Marketing has no effect on customers satisfaction.

Keywords: Experiential Marketing, Online Transportation, Gojek Indonesia, Customer Satisfaction

Topic: Marketing Management