THE EFFECT OF EXPERIENTIAL MARKETING ON REPURCHASE INTENTION WITH CUSTOMER SATISFACTION MEDIATION AND REPUTABLE BRAND AT SELF COOKING RESTAURANT

Rizky Ramdhan Aprian Aditama, Tulus Haryono

Abstract

The purpose of this study was to examine and analyze the effect of experiential marketing on repurchase intentions mediated by customer satisfaction and moderated by reputable brands. The data collection method uses a survey, the data collected is 225 customers who have purchased at a self-cooking restaurant in the city of Surakarta. Data analysis using PLS-SEM analysis. Based on the data and research results, it is known that experiential marketing which includes sense, feel, think, act and relate has a positive and significant effect on repurchase intentions. The results showed that the mediating variable of customer satisfaction had a positive and significant effect on mediating the relationship between experiential marketing and repurchase intention. In this study, the moderating variable of reputable brands did not strengthen experiential marketing on repurchase intentions.

Keywords: Self-cooking restaurant, experimental marketing, repurchase intention, customer satisfaction, reputable brand

Full Text:

PDF

References

Alkilani, K., Ling, K. C., & Abzakh, A. A. (2012). The impact of experiential marketing and customer satisfaction on customer commitment in the world of social networks. Asian Social Science, 9(1), 262–270. https://doi.org/10.5539/ass.v9n1p262

Anggraini, N. P. N., Jodi, I. W. G. A. S., & Putra, D. P. (2020). The Influence of Experiential Marketing and E-Service Quality on E-Satisfaction and Repurchase Intention. Journal of International Conference Proceedings, 3(2), 50–58. https://doi.org/10.32535/jicp.v0i0.904

Chin, W. W. (1998). The partial least squares approach for structural equation modeling. Modern Methods for Business Research, (April), 295–336.

Fang, Y. H., Chiu, C. M., & Wang, E. T. G. (2011). Understanding customers’ satisfaction and repurchase intentions: An integration of IS success model, trust, and justice. Internet Research, 21(4), 479–503. https://doi.org/10.1108/10662241111158335

Ferdinand. 2005. Metode Penelitian Manajemen. Edisi 2. BP Universitas Diponogoro : Semarang

Friesa Ergo M, S. S., & Dharmani, I. G. A. A. N. (2020). The impact of experiential marketing and repurchase intention through customer satisfaction in coffee industry (Case study at Janji Jiwa Jilid 358 Surabaya). International Journal of Education and Social Science, 1(1), 37–46.

Hulland, J., Chow, Y. H., & Lam, S. (1996). Use of causal models in marketing research: A review. International Journal of Research in Marketing, 13(2), 181–197. https://doi.org/10.1016/0167-8116(96)00002-X

Kanopaite, V. (2015). The Impact of Experiential Marketing Use on Customer Perceived Value and Satisfaction in Lithuanian Restaurants. ISM University of Management and Economics, 4(November), 0–108.

Karo-karo, P. (2020). ANALYSIS OF EXPERIENTIAL MARKETING EFFECT ON TOURIST SATISFACTION LEVELS AT THE TOURIST RESTAURANT. 231–253.

Parhizgar. (2015). Effect of Brand Factors on Customer Loyalty. Jurnal GMP Review of Marketing, 18(2), 1476–4517.

Philip Kotler. 2002. Manajemen Pemasaran, Edisi Millenium, Jilid 2, PT Prenhallindo, Jakarta

Lin, M. T. Y. (2019). Effects of experiential marketing on experience value and customer satisfaction in ecotourism. Ekoloji, 28(107), 3151–3156.

Mensah, I., & Mensah, R. D. (2018). Effects of Service Quality and Customer Satisfaction on Repurchase Intention in Restaurants on University of Cape Coast Campus. Journal of Tourism, Heritage & Services Marketing, 4(1), 27–36. https://doi.org/10.5281/zenodo.1247542

Micklethwait, J. (2003). A future perfect : the challenge and promise of globalization. Retrieved from https://books.google.co.id/books?id=iQUAoi2IQiwC

Rahardja, C., & Anandya, D. (2010). Experiential marketing, customer satisfaction and behavioral intention: timezone game center surabaya. Proceedings the First International Conference Business and Economics, (25638), 1–6.

Soebandhi, S., Wahid, A., & Darmawanti, I. (2020). Service quality and store atmosphere on customer satisfaction and repurchase intention. BISMA (Bisnis Dan Manajemen), 13(1), 26. https://doi.org/10.26740/bisma.v13n1.p26-37

Steven, Hery Winoto Tj, & Eka Desy Purnama. (2021). The Effect Of Price Policy And Experiential Marketing On Repurchase Intention Mediated By Customer Satisfaction (Study at PT. Maybank Indonesia Finance Regional Jakarta). International Journal of Science, Technology & Management, 2(6), 2097–2109. https://doi.org/10.46729/ijstm.v2i6.375

Subawa, N. S. (2020). The effect of experiential marketing, social media marketing, and brand trust on repurchase intention in Ovo applications. International Research Journal of Management, IT and Social Sciences. https://doi.org/10.21744/irjmis.v7n3.881

Suhaily, L., & Soelasih, Y. (2017). What Effects Repurchase Intention of Online Shopping. International Business Research, 10(12), 113. https://doi.org/10.5539/ibr.v10n12p113

Tenenhaus, M., & Vinzi, V. E. (2005). PLS regression, PLS path modeling and generalized Procrustean analysis: A combined approach for multiblock analysis. Journal of Chemometrics, 19(3), 145–153. https://doi.org/10.1002/cem.917

Weiss, R., Feinstein, A., & Dalbor, M. (2005). Customer Satisfaction of Theme Restaurant Attributes and Their. Journal of Foodservice Business Research, (November 2014), 37–41. https://doi.org/10.1300/J369v07n01

Yuan, Y. H. E., & Wu, C. K. (2008). Relationships Among Experiential Marketing, Experiential Value, and Customer Satisfaction. Journal of Hospitality and Tourism Research, 32(3), 387–410. https://doi.org/10.1177/1096348008317392

Refbacks

  • There are currently no refbacks.