PROPOSED EXPERIENTIAL MARKETING STRATEGIES TO INCREASE THE CUSTOMER AWARENESS AND PURCHASE DECISIONS OF THERAPEUTIC MEDICAL YOGA SERVICES CASE STUDY OF YOGA TULANG BELAKANG (CV. SEHAT SEJATI SEJAHTERA)

• Main Author: Atin, Nicolas
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/75873
• Institution: Institut Teknologi Bandung

In this period, when the COVID-19 pandemic has entered the new normal phase, health concerns are the primary focus when managing and preventing the transmission of the virus chain. Consequently, there has been a significant transition in the general population's perception of the importance of health in the modern world. Exercising is one of the many things that can do to lead a healthy life. Numerous individuals have embraced yoga as a form of exercise and tension relief as it has become more accessible and famous in the country. Yoga Tulang Belakang’s core value, namely "breathe lightly, and heal naturally,” is always determined to continue helping clients to heal disease through medical yoga. To make it happen, appropriate experiential marketing strategies are needed to improve service excellence. Also, it is needed to increase customer awareness and purchase decisions. This research aims to determine the right experiential marketing strategy for medical yoga therapy by identifying consumer journeys and analyzing social media content, an important marketing medium. Based on the findings, an online survey was conducted to get information regarding customer journeys. Also, an analysis of social media content was accomplished by utilizing NVIVO 12 Pro as a tool to analyze the transcript of the content. The solution and implementation plan was formed through the result analysis