Enhancing Customer Engagement with Experiential Marketing for Beverages

to many cafes without having loyalty to one of them. In winning business competition, a marketer must have a competitive advantage or differentiator in order to continue to survive on the products they offer to consumers. Especially if it is engaged in the food or service industry. Many food and beverages industries that has to be more innovative and creative to 

attract the customers’ attention. The businesses must understand what are the market needs and desires, and be able to fulfill the customer more effectively and efficiently compared to the competitors in order to win the market. These loyal customers are important in a business as it will not only create profit but also promote the business for free or we can call it as word of 

mouth (WOM) and (e-WOM). The number of cafes in North Sulawesi especially in Langowan, Minahasa has created a very tight competition. It is very crucial to maintain the consumer loyalty in order to gain a competitive advantage. In this study, the researcher wanted to know whether the 5 aspects of experiential marketing namely sense, feel, think, act, and relate, can 

Build good relationships or have some

impact to the customer in order to create loyalty at the R-Zone cafe. This is influenced by many people went to the R-Zone café and it makes the café crowded even at night despite the social distancing applied by the government. In Langowan itself, the business to open a café can be said have grown so that many cafes already established. Experiential Marketing 

is one of the approaches that can be taken. This approach is considered very effective because it is in line with the development of the times with technology. The entrepreneurs put more emphasis on providing experience to consumers, and something that adds value to the company to be able to distinguish small business with another businesses. Zone Café itself is 

an example of many café in Langowan that is able to develop, compete with other café that have similar services, price or even similar with menus they provide. R-Zone café was established on December 2018. R-Zone café has a clever marketing strategy to attract people’s attention, including by doing promotional tactics from Indonesian artists. On their 

Official instagram account there are 

videos of some artists promoting R-Zone Café including Vino G. Bastian, Mongol who came directly to the location and try the food provided by R-Zone café. The cafe itself embraced half floor seating concept. Where it gives the customers an opportunity to experience new thing. This concept attracts prospective customers to enjoy bbq grill while seating on the floor like in Korean or Japanese traditional restaurant. To survive in the business world, R-Zone must be 

able to provide the best service in accordance with the consumer expectations to increase loyalty. The culture of enjoying the ambiance of a café has become a lifestyle for the people in Langowan and it has become one of the reasons why café business opportunities continue to progressively increase. R-Zone café is not only focused on their product variation and prices but how they improve the quality of services to be able to attract consumers to lead them to 

loyal patron. R-Zone café spoils their customers by the presentation of the food and beverages they provide such as they offer unique drinks to grab people’s curiosity and popular food such as BBQ Grill to attract the foodies and those who fancy Korean culture. The cafe also embraced floor seating concept, giving customers the opportunity to experience something different and customers can explore the cultural elements. Modern facilities are 

Also added for the comfort of the

café lovers such as free wi-fi access, live music on weekends. In R-Zone consumers can feel pleasure because of the ambiance the café has. One example of competitive advantage that R-Zone Café has is it’s the first café to serve BBQ grill and still become the only café to provide BBQ grill in Langowan at a very affordable price, it is also able to have its own position in the eyes of the consumers because of that. The characteristics of this café provide 

added value and advantages to the R-Zone Café through its brand identity. They also have improved their menu by adding a Hotpot where R-Zone café is the only café in Langowan to provide affordable BBQ grill and Hotpot,so that customer interest is growing rapidly. They also provide another affordable local and western menu like fried rice, fried banana, spaghetti, toast, coffee, juices, but what makes them more special and getting all the attention is the 

BBQ grill and the atmosphere. That is why this café is getting busier and crowded day by day and people are willing to wait patiently even though the seats are all packed. This place has become one of the most places to hangout in Langowan because the aesthetic atmosphere, instagramable spots that make customers feel comfortable and content. By providing the best 

Conclusion

and service, R-Zone Café is always visited by customersKainde, Lapian, and Saerang (2019) analyzed the customer perception of experiential marketing of iPhone. To achieve this objective, the researcher took the information from 15 informants using qualitative study which is in-depth interview. The result of the study is the five dimensions of experiential marketing affect the customer perception. Through sense experience, feel experience, think experience, 

act experience and relate experience. Soliha et al. (2021) examined how experiential marketing and location influence customer loyalty mediated by customer satisfaction. This study’s population was Cafe Excelso Rinjani customers in Semarang, Indonesia. The sampling employed a purposive sampling technique, with the following criteria: customers who visited and enjoyed Cafe Excelso Rinjani and aged more than 17 years. Data analysis used multiple regression analysis, and a single test was utilized to test for mediation. The 

results revealed that experiential marketing positively and significantly affected customers satisfaction. It showed that the better the experiential marketing was done, the more customer satisfaction would be. Location positively and significantly influenced customer satisfaction. It indicated that the more strategic the location, the more customer satisfaction increased. Meanwhile, experiential marketing had no impact on customer loyalty. Location positively

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