ANALISIS PENGARUH EXPERIENTAL MARKETING TERHADAP MINAT BELI ULANG PADA KONSUMEN 3 COFFEE DI KOTA MADIUN - Seren Meidia Krisiensi (JRMA (Jurnal Riset Manajemen dan Akuntansi), 2023)
Penelitian ini bertujuan guna menguji signifikansi pengaruh experiental marketing yang terbagi atas sense experience, feel experience, think experience, action experience, relation experience terhadap minat beli ulang pada konsumen coffee shop 3 coffee di kota Madiun. Dengan jumlah sampel 100 responden menggunakan teknik purposive sampling. Analisis data menggunakan regresi linier berganda. Secara parsial dan simultan didapatkan hasil bahwa variabel experiental marketing yang terbagi atas sense experience, feel experience, think experience, action experience, relation experience berpengaruh signifikan positif terhadap minat beli ulang. Nilai koefisien determinasi ( ) sebesar 0,760 (76%) artinya variabel experiental marketing yang terdiri dari sense experience, feel experience, think experience, action experience, relation experience menjelaskan pengaruh sebesar 76% dan sisanya 24% dipengaruhi oleh variabel lain yang tidak dimasukkan kedalam penelitian.This study aims to examine the significance of the influence of experiential marketing which is divided into sense experience, feel experience, think experience, action experience, relation experience on repurchase interest in coffee shop 3 coffee consumers in Madiun city. With a sample of 100 respondents using purposive sampling technique. Data analysis used multiple linear regression. Partially and simultaneously, it was found that experiential marketing variables which were divided into sense experience, feel experience, think experience, action experience, relation experience had a significant positive effect on repurchase interest. The value of the coefficient of determination of 0.760 (76%) means that the experiential marketing variable consisting of sense experience, feel experience, think experience, action experience, relation experience explains the influence of 76% and the remaining 24% is influenced by other variables not included in the study