EXPERIENTIAL MARKETING STRATEGY IN INCREASING SALES REVENUE OF CICI MUSLIMAH BOUTIQUE

Abstract

This study aims to examine how the Cici Muslimah Boutique in Sumberkedawung Village, Leces District, Probolinggo Regency, uses experiential marketing strategies to increase sales turnover. The paradigm shift in marketing from a product-oriented to a customer experience-based strategy is the basis for this study. The application of experiential marketing techniques to boost sales turnover, as well as the challenges and solutions they face, constitute the issue formulation for this study. This study employs a qualitative methodology using a case study approach, gathering information via observation, interviews, and documentation. This study employs a qualitative method with a case study approach, using data collection techniques such as interviews, observations, and documentation. The findings indicate that the application of experiential marketing through the dimensions of sense, feel, think, act, and relate can enhance consumer interest, strengthen emotional connections, and foster customer loyalty, which ultimately contributes to increased sales turnover. However, several obstacles were identified, including limited human resources, lack of marketing strategy understanding, and limited promotional media. Efforts to overcome these challenges include improving human resource capacity, utilizing social media, and innovating in customer service and experience.

Keywords : Experiential Marketing, Sales Revenue, Consumer Loyalty, Marketing Strategy