Pengalaman Konsumen mengenai Layanan Huling (Haus Keliling) di Jakarta
DOI:
https://doi.org/10.35870/jtik.v10i2.5204Keywords:
Consumer Experience, Experiential Marketing, Huling, Mobile BeverageAbstract
This study aims to analyze consumer experiences with the Huling (Haus Keliling) service in Jakarta using Schmitt’s (1999) experiential marketing framework. Studies that specifically examine multi-variant mobile beverage services based on e-bikes through the lens of the five dimensions of experiential marketing are still rare, and this research aims to address this gap in the literature. The research adopts a qualitative phenomenological approach through in-depth interviews and observations of consumers selected via accidental sampling. Findings reveal that all five experiential dimensions, namely sense, feel, think, act, and relate are present in Huling’s service. Visual elements and taste provide strong sensory appeal, while emotional connection and product consistency require improvement. The study concludes that Huling offers a consumption experience that is not only functional and practical but also shapes consumer perception, emotional engagement, and social connection. Strategic recommendations include enhancing emotional storytelling, ensuring consistent taste quality, and developing digital features such as cart tracking and loyalty programs to strengthen consumer attachment and competitive advantage.
Downloads
References
Ananda, T. A., Dewi, N. K., & Saleh, M. Z. (2023). Fenomena perubahan strategi pemasaran dalam menghadapi tantangan di era digital. Jurnal Publikasi Ilmu Manajemen, 2(4), 98-107.
Annur, C. M. (2022). Konsumen Minuman Kekinian Paling Banyak dari Generasi Milenial. Katadata Media Network.
Ariani, M., & Wibowo, J. M. (2025). Analisis perilaku konsumen kopi keliling sebagai gaya hidup modern generasi muda. COSTING: Journal of Economic, Bussines and Accounting, 8(1), 252-263.
Creswell, J. W. (2009). Research designs. Qualitative, quantitative, and mixed methods approaches.
Creswell, J. W. (2019). Research design: Pendekatan metode kualitatif, kuantitatif dan campuran.
Hidayatullah, S., Agustini, V. D., & Tiara, A. (2025). Analisis Penggambaran Experiential Marketing dalam Iklan Le Minerale 2024. Brand Communication, 4(1), 1-9.
Nurissyarifah, N., & Darmawan, D. (2025). Pengaruh Variasi Produk Dan Harga Terhadap Keputusan Pembelian Produk Sarung. CURRENCY (Jurnal Ekonomi Dan Perbankan Syariah), 3(2), 468-494.
Permatasari, D., Subekti, P., & Wicaksono, A. (2024). Analisis potensi dan tantangan kopi keliling di kawasan ICE BSD Grand Boulevard. Samma Ajiva: Jurnal Bisnis dan Manajemen Buddha, 1(2), 57–65.
Pranatika, D., & Albari. (2022). Pengaruh pengalaman pelanggan dan motivasi hedonis terhadap minat pembelian ulang online. Jurnal Mahasiswa Bisnis & Manajemen, 1(2), 92–105.
Putra, H. R. (2024, November 4). Industri makanan dan minuman tumbuh 5,53 persen, beri sumbangan terbesar ke PDB. TEMPO.
Rahmawaty, D., Novianti, E., & Yustikasari, Y. (2022). Pengalaman komunikasi pelanggan Paberik Upnormal Coffee Roastery Bandung. KAREBA: Jurnal Ilmu Komunikasi, 11(1), 45–58.
Santosa, M. R. P., Suhud, U., & Krissanya, N. (2025). Membangun brand loyalty pada konsumen mobile coffee (kopi keliling) modern: Investigasi peran brand experience, product quality, dan brand reputation. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 4(2), 4151–4164.
Saputra, M. E., Sumiati, S., & Yuniarinto, A. (2023). The effect of customer experience on customer loyalty mediated by customer satisfaction and customer trust. Journal of Economics and Business Letters, 3(3), 27–37. https://doi.org/10.55942/jebl.v3i3.205.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson Education, Inc.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 53–67.
Sugiyono. (2020). Metode penelitian kuantitatif, kualitatif dan R&D. Alfabeta.
Walden, S. (2017). Customer experience management rebooted. Palgrave Macmillan UK. https://doi.org/10.1057/978-1-349-94905-2.
Wiradharma, G. (2018). Pengalaman Konsumen Terhadap Layanan Gojek di Kota Jakarta: Studi Kualitatif Deskriptif. Jurnal Komunikasi dan Bisnis, 6(1).
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Nabilah Nurhaliza, Kania Anindya Ayuna, Dewi Rachmawati
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
