Experiential Marketing in Indonesia: a Study Literature Review

Abstract

As there are few references related to experiential marketing in Indonesia, this research aims to explore how experiential marketing plays a role in creating interactions between consumers and brands, as well as the factors that influence it. This research uses the Systematic Literature Review (SLR) method, namely analyzing scientific articles from 2019 to 2024, by placing experiential marketing as the dependent variable. From the search results, 33,000 articles were identified, but after further filtering only 3 journals were relevant and indexed, which shows that this variable is often influenced by other factors such as social media marketing, store atmosphere, and price perception. These findings indicate a lack of in-depth research on experiential marketing as a pure dependent variable, and recommend more related studies to explore the influence of various factors on experiential marketing. This research provides valuable insights for the tourism sector, as the industry relies heavily on comprehensive and memorable customer experiences, and provides insights for practitioners and academics in developing effective marketing strategies.