Creating Meaningful Urban Heritage Experiences through Experiential Marketing at Sarinah Jakarta

Abstract

Revitalizing urban heritage sites depends on experiential marketing techniques that respond to changing visitor expectations and the need to preserve authenticity while retaining cultural relevance. As a nationally significant heritage property and Indonesia's first modern department store, Sarinah has evolved from a traditional retail establishment into a hybrid retail–cultural attraction that prioritizes experiential value. Within the framework of urban heritage regeneration, this study investigates how Sarinah uses experiential marketing and how tourists view, understand, and make meaning of these encounters. Direct observation and visitor questionnaires were used in a qualitative case study technique. The Stimulus–Organism–Response (S–O–R) framework, which is based on Schmitt's Strategic Experiential Modules (sense, feel, think, act, and relate), was used to examine the data. The results show that culturally expressive sensory environments, emotionally compelling stories based on national identity, opportunities for cognitive learning about Indonesian heritage, interactive activities, and social gathering places are all examples of Sarinah's experiential marketing. Positive emotional and cognitive reactions are produced by these experience elements, which promote visitor satisfaction, location attachment, and deep engagement with cultural heritage. The study emphasizes experiential marketing as a tactical tool for maintaining the significance of urban history in modern cultural tourism settings.