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Introduction: Experiential marketing has become a growing trend in promotional activities by emphasizing personalization and active customer involvement. Preliminary observations indicate a decline in outpatient visits among patients with general insurance and non-JKN coverage in 2023, which may be influenced by a decrease in their intention to use outpatient services. This condition highlights the need for hospitals to implement experiential marketing strategies to enhance patient interest and experience. Objective: This study aims to empirically examine the influence of patient experience and service perception on the intention to use outpatient services, with Strategic Experiential Modules (SEMs) as an intervening variable. Methods: This quantitative research employs a causal design involving outpatient service users as the population. A non-probability sampling technique was used, yielding 249 respondents. Data were collected using a questionnaire and analyzed using Structural Equation Modeling (SEM) with AMOS software. Results: The findings reveal that patient experience and service perception simultaneously have a significant positive influence on the intention to use outpatient services through SEMs. Service perception directly shows a significant positive effect on both SEMs and intention to use outpatient services, while SEMs also significantly enhance usage intention. Service perception emerges as the dominant variable in increasing SEMs and usage intention, whereas patient experience has the weakest effect. Conclusion: Patient experience and service perception collectively influence the intention to use outpatient services with SEMs as an intervening variable. Strengthening Customer Relationship Management is essential by improving human resources and optimizing service asset.

Indonesian people's shopping trends tend to shift from traditional markets to modern retail for reasons of convenience, location affordability, and speed of service. This study aims to determine whether Store Atmosphere and Experiential Marketing have a significant effect on consumer purchasing decisions at Alfamart Sadia I branch either partially or simultaneously. The data collection method uses a questionnaire with a Likert scale. The population in the study were all consumers of Alfamart Sadia I branch with a sample size of 96 people. Data analysis techniques used multiple linear regression, t-test and f-test. The results of the study showed that Experiential Marketing had no significant effect on purchasing decisions, Store Atmosphere had a significant effect on purchasing decisions and Experiential marketing and store atmosphere had a significant effect on purchasing decisions.

MSMEs face complex challenges in building brand equity and customer loyalty in the digital era, where global competition and dynamic consumer preferences require innovative marketing strategies (Lasrado et al., 2022). This research aims to analyse the role of experiential marketing in improving brand equity and customer loyalty of MSMEs in international markets, with case studies on the creative sector (fashion/culinary) in three regions: ASEAN, Middle East, and Europe. Using an explanatory quantitative approach, data was collected from 400 active customers through a structured questionnaire and analysed with SEM-AMOS. Results show experiential marketing has a significant effect on brand equity. Practical implications include data analytics-based budget allocation recommendations and cultural adaptation in marketing strategies. The findings contribute to the global MSME digital marketing literature and offer operational guidance for businesses.

Micro, Small and Medium Enterprises (MSMEs) face complex challenges in competing in the global market, where innovative marketing strategies such as experiential marketing are believed to increase brand awareness and consumer loyalty. However, its effectiveness is still debated due to inconsistent findings and the lack of holistic studies that combine quantitative-qualitative approaches. This study aims to analyse the influence of the five dimensions of experiential marketing (Schmitt, 1999) on brand awareness and consumer loyalty of global MSMEs, while exploring the challenges of its implementation. A mixed-methods explanatory sequential design method was used, with quantitative SEM analysis (AMOS 28.0) on 250 global consumers and in-depth interviews with 15 MSME players. Results show the feel (β = 0.48, p < 0.001) and relate (β = 0.35, p = 0.002) dimensions have a significant effect on increasing brand awareness, which acts as a full mediator towards loyalty (indirect effect: β = 0.29, p < 0.01). Qualitative findings revealed cultural adaptation and resource allocation as keys to success. This research provides theoretical contributions by extending Schmitt's (1999) model through the integration of brand awareness as a mediator, as well as practical implications in the form of recommendations for glocalisation strategies and the use of AR/VR technology for MSMEs.

Product quality is able to influence consumers' perspective on the company. In addition, companies also need to pay attention to the company's image by focusing on the experience obtained by customers. This research intends to find out the impact of product quality and consumer experience on the interest in repurchasing  Narcisse Beauty Care skincare porduk. This study is a quantitative research with variables  of product quality, experiential marketing, and repurchase intention. Simple random sampling was used as a data collection technique using a questionnaire and as many as 100 people as respondents. The results of this research explain that product quality and experiential marketing have a partial or negative effect on repurchase intention in  Narcisse Beauty Care skincare products in Probolinggo City. Narcisse Beauty Care is expected to improve product quality by providing a pleasant smell and making attractive packaging and conducting promotions to attract consumers to repurchase, on the other hand holding discounts to increase repurchase intention.