DAMPAK EXPERIENTIAL MARKETING DAN KEPUASAN PELANGGANAN TERHADAP PEMBELIAN ULANG PADA PRODUK FASHION BAJU WANITA TOKO ONLINE NYONYAH STYLE DI SOLO

Authors

  • Sonia Evalina Lanur Program Studi Manajemen, Universitas Tunas Pembangunan Surakarta, Indonesia
  • Abdulah Zailani Program Studi Manajemen, Universitas Tunas Pembangunan Surakarta, Indonesia
  • Suharyoko Suharyoko Suharyoko, Indonesia

DOI:

https://doi.org/10.29040/jie.v7i2.10065

Abstract

The purposes of this study were: 1) To calculate and test the effect of experiential marketing on customer satisfaction 2) To calculate and test the effect of customer satisfaction on repeat purchases 3) Is customer satisfaction able to mediate the effect of experiential marketing on consumer repurchase of Women's Clothing Fashion Products at the Online Store for Mrs. Style Solo. This research was conducted on customers of Women's Clothing Fashion Products at the Online Store, Nyonyah Style Surakarta. Considering that the size of the population cannot be determined with certainty, the sample was taken using the accidental sampling method, namely the number of samples was determined in advance according to the research objectives and a random sample was taken of 96 respondents. The results of the study found that experiential marketing had a significant positive effect on customer satisfaction. Experiential marketing has a significant positive effect on consumer repurchase. Customer satisfaction has a significant positive effect on consumer repurchase. Customer satisfaction does not mediate the effect of experiential marketing on consumer repurchase, meaning that there is a better direct effect of experimental marketing on consumer repurchase than through a mediator, namely customer satisfaction. Keywords: experiential marketing, customer satisfaction, repeat purchase, Path regression analysis.

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Published

2023-07-20

How to Cite

Lanur, S. E., Zailani, A., & Suharyoko, S. (2023). DAMPAK EXPERIENTIAL MARKETING DAN KEPUASAN PELANGGANAN TERHADAP PEMBELIAN ULANG PADA PRODUK FASHION BAJU WANITA TOKO ONLINE NYONYAH STYLE DI SOLO. JURNAL ILMIAH EDUNOMIKA, 7(2). https://doi.org/10.29040/jie.v7i2.10065

Issue

Vol. 7 No. 2 (2023): EDUNOMIKA

Section

Articles

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