East Asian Journal of Multidisciplinary Research (EAJMR)
Vol. 2 No. 11 (2023): November 2023

The Influence of Experiential Marketing and Promotion on Repurchase Intention of Starbucks in Surabaya

Bryan Johar Ilham Alam (Universitas Pembangunan Nasional "Veteran" East Java)
Sugeng Purwanto (Universitas Pembangunan Nasional “Veteran” Jawa Timur)

Article Info

Publish Date
02 Dec 2023

Abstract

This research aims to analyze the influence of Experiential Marketing and Promotion on Repurchase Interest in Starbucks products in Surabaya. The method that applied in this research is a quantitative approach using the accidental sampling technique. The research sample is consisted of 104 respondents who had purchased Starbucks products. The data for this research was collected through filling out questionnaires distributed to visitors. Data analysis uses the Partial Least Square (PLS) model. The findings of this research indicate that Experiential Marketing and Promotion have a significant influence on Repurchase Intention among Starbucks customers in Surabaya.

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Journal Info
East Asian Journal of Multidisciplinary Research (EAJMR)
Website

Abbrev

eajmr

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering

Description

East Asian Journal of Multidisciplinary Research (EAJMR) is a scientific multidisciplinary research journal published by Yayasan Pendidikan Penelitian Pengabdian Algero. The aim of this journal publication is to disseminate the research results, conceptual thoughts, improved research methodologies ...