1. Tri Anggorowati Septianingsih 

Program Studi Ilmu Administrasi Bisnis, Jurusan Ilmu Administrasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Jember

2. Edy Wahyudi 

Program Studi Ilmu Administrasi Bisnis, Jurusan Ilmu Administrasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Jember

3. Dwi Windradini  

Program Studi Ilmu Administrasi Bisnis, Jurusan Ilmu Administrasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Jember

DOI: https://doi.org/10.19184/jsb.v12i1.43479

ABSTRACT 

Experiential marketing is a marketing approach that focuses on creating unique and meaningful experiences for consumers with the goal of building a strong emotional connection between brands and customers. Marketing is no longer just about product promotion, but also creating an immersive experience for customers. One evolving approach is experiential marketing, which focuses on creating unique and meaningful experiences for consumers. In the context of a culinary business such as Rangkum Cafe, where customer experience is a key element, the implementation of experiential marketing strategies becomes relevant. The purpose of this study is to find out how experiential marketing strategies are implemented in the business and how this impacts customer loyalty. The research method used is a qualitative approach. Data was collected through in-depth interviews with business owners, direct observations at the Rangkum Cafe. The results showed that Rangkum Cafe successfully implemented experiential marketing strategies with unique approaches, such as creating Morning Glory and holding Rangkum Cafe Pop-up events at various events. Increased number of customers, participation in pop-up events, level of interaction on social media, and positive feedback from customers are indicators of the success of experiential marketing 

Kata kunci: experiential marketing, marketing, business experience