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Journal : Journal of International Conference Proceedings

The Influence of Experiential Marketing and E-Service Quality on E-Satisfaction and Repurchase Intention Ni Putu Nita Anggraini; I Wayan Gede Antok Setiawan Jodi; Dedik Pratama Putra
Journal of International Conference Proceedings (JICP) Vol 3, No 2 (2020): Proceedings of the 7th International Conference of Project Management (ICPM) Man
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (216.203 KB) | DOI: 10.32535/jicp.v0i0.904

Abstract

This study aims to investigate the impact of experiential marketing and e-service quality on repurchase intention through e-satisfaction. Information assortment was directed utilizing purposive examination by disseminating to 100 respondents. The aftereffect of this examination demonstrates that : (1) experiential showcasing directly effects on e-satisfaction, (2) e-service quality directly effects on e-service quality, ((3) experiential marketing directly effects on repurchase intention, (4) e-service quality directly effects on repurchase intention, (5) e-satisfaction directly effects on repurchase intention, (6) e-satisfaction can mediate variables between experiential marketing with repurchase intention, (7) e-satisfaction can mediate variables between e-service quality with repurchase intention.
Enhancing Consumer Revisit Intentions: A Comprehensive Study on the Impact of Store Atmosphere, Experential Marketing, and Brand Associations at Praya Social Hub Bali Cafe Mawaddah, Nurifina; Kusuma, I Gusti Agung Eka Teja; Anggraini, Ni Putu Nita
Journal of International Conference Proceedings Vol 6, No 7 (2023): 2023 ICPM Bali Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i7.2872

Abstract

This research aims to explore the impact of store atmosphere, experiential marketing, and brand associations on consumer revisit intention at Praya Social Hub Bali café. The study was conducted at Praya Social Hub Bali, with the population consisting of all customers who have visited and made purchases at the cafe. The sample size of 100 respondents was determined using non-probability purposive sampling. Data collected through questionnaire distribution were deemed suitable for analysis, with subsequent testing and analysis conducted using multiple linear regression. The findings indicate that store atmosphere, experiential marketing, and brand associations positively influence revisit intention at Praya Social Hub Bali. This implies that an improvement in store atmosphere, experiential marketing, and brand associations leads to higher consumer revisit intention. Brand associations emerge as the most dominant variable in influencing consumer revisit intention, attributed to its ability to create emotional connections, reinforce quality perceptions, and establish unique appeal distinguishing it from competitors. The implications of this research suggest the need to enhance store atmosphere, experiential marketing strategies, and brand associations to elevate consumer return visits to Praya Social Hub Bali.
Enhancing Consumer Revisit Intentions: A Comprehensive Study on the Impact of Store Atmosphere, Experential Marketing, and Brand Associations at Praya Social Hub Bali Cafe Mawaddah, Nurifina; Kusuma, I Gusti Agung Eka Teja; Anggraini, Ni Putu Nita
Journal of International Conference Proceedings Vol 6, No 7 (2023): 2023 ICPM Bali Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i7.2872

Abstract

This research aims to explore the impact of store atmosphere, experiential marketing, and brand associations on consumer revisit intention at Praya Social Hub Bali café. The study was conducted at Praya Social Hub Bali, with the population consisting of all customers who have visited and made purchases at the cafe. The sample size of 100 respondents was determined using non-probability purposive sampling. Data collected through questionnaire distribution were deemed suitable for analysis, with subsequent testing and analysis conducted using multiple linear regression. The findings indicate that store atmosphere, experiential marketing, and brand associations positively influence revisit intention at Praya Social Hub Bali. This implies that an improvement in store atmosphere, experiential marketing, and brand associations leads to higher consumer revisit intention. Brand associations emerge as the most dominant variable in influencing consumer revisit intention, attributed to its ability to create emotional connections, reinforce quality perceptions, and establish unique appeal distinguishing it from competitors. The implications of this research suggest the need to enhance store atmosphere, experiential marketing strategies, and brand associations to elevate consumer return visits to Praya Social Hub Bali.