Analisa Pengaruh Experiential Marketing Terhadap Minat Beli Ulang Konsumen Konig Coffee & Bar

Ong Yinyin Widyanata • Darwin Setyono
Journal article Jurnal Hospitality dan Manajemen Jasa • 2017

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(Bahasa Indonesia, 14 pages)

Abstract

The purpose of this research is to figure out how customer repurchase intention is influenced by Experiential Marketing in Konig Coffee & Bar. The writers use Experiential Marketing as an independent variable that influences repurchase intention. Experiential Marketing variable consists of 5 points which are Sense Experience, Feel Experience, Think Experience, Act Experience, and Relate Experience. This research involves 130 respondends that are selected by purposive sampling method and using explanatory as a measure tool. The results indicate Think Experience, Act Experience, and Relate Experience are positive and significant while Sense Experience and Feel Experience has positive influence but not significant. The most dominant variable of Experiential Marketing impacting on consumer repurchase intention on this research is Relate Experience.

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Journal

Jurnal Hospitality dan Manajemen Jasa

Jurnal Hospitality dan Manajemen Jasa adalah jurnal mahasiswa Program Studi Manajemen Perhotelan,... see more