EXPERIENTIAL MARKETING DALAM MENINGKATKAN DAYA SAING JASA PENDIDIKAN

Abstract

This research is motivated by the phenomenon of educational institutions competing to get students or college students. To win the competition in the world of education, each institution must have the right strategy in marketing its educational services. In determining the experiential marketing strategy, educational institutions view customers as figures who have emotional value, namely a view that emphasizes the relationship between educational institutions and customers because of their unforgettable experiences. This unforgettable experience is the basis for repeat purchases by customers. Through the library research method, this study explores the latest literature that discusses experiential marketing strategies in increasing the competitiveness of educational services. The purpose of the study is to analyze the concept and implementation of experiential marketing. The results of the study indicate that the way to implement this strategy in increasing the competitiveness of educational services requires sense marketing, feel marketing, think marketing, act marketing and relate marketing.