ANALISA PENGARUH EXPERIENTIAL MARKETING TERHADAP MINAT BELI ULANG KONSUMEN KONIG COFFEE & BAR - Ong Yinyin Widyanata; Darwin Setyono (Jurnal Hospitality dan Manajemen Jasa, 2017)
ABSTRAKTujuan dari penelitian ini adalah mengetahui pengaruh Experiential Marketing terhadap minat beli ulang konsumen Konig Coffee & Bar Surabaya. Peneliti menggunakan Experiential Marketing sebagai variabel bebas yang mempengaruhi minat beli ulang sebagai variabel terikat. Variabel Experiential Marketing terdiri dari Sense Experience, Feel Experience, Think Experience, Act Experience, dan Relate Experience. Penelitian ini menggunakan jenis penelitian eksplanatori. Sampel yang diteliti sebanyak 130 responden dengan menggunakan metode purposive sampling. Hasil penelitian menunjukkan bahwa Think Experience, Act Experience, dan Relate Experience berpengaruh positif dan signifikan terhadap minat beli ulang, sedangkan Sense Experience dan Feel Experience berpengaruh positif namun tidak signifikan terhadap minat beli ulang. Variabel Experiential Marketing yang berpengaruh paling dominan terhadap minat beli ulang konsumen Konig Coffee & Bar adalah Relate Experience.ABSTRACTThe 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.