PROSES EXPERIENTIAL MARKETING DALAM KERAGAMAN PRODUK KLASTER JAJANAN KHAS DARI BERBAGAI DAERAH DI MENGKRENG KEDIRI

Unique and innovative business activities are the most necessary weapons in the business world, especially the culinary business. The emergence of unique clusters of business activities makes the center of attention for consumers in finding the products they need. This study aims to explore and analyze the effect of Experiential Marketing on competitiveness and marketing capabilities through product diversity as an intervening variable. The research method uses quantitative with data collection techniques through interviews and questionnaires. This study took a sample of various snack Cluster MSMEs in Mengkreng Ngajuk, East Java, totaling 70 respondents. The sampling technique used used purposive sampling technique using the Partial Least Squere SEM test. the context of the diversity of typical snack cluster products from various regions in Mengkreng, Kediri. The findings of this study state that Experiential Marketing has a positive effect directly or indirectly on competitiveness and marketing capabilities. Suggestions that can be taken in this research in the future are expected to focus more on latent variables and research objects. Keywords: Competitiveness, Experiential Marketing, Marketing Capability, Product Diversity.