PERAN EXPERIENTIAL MARKETING, KUALITAS PELAYANAN DAN MOTIVASI BELANJA DALAM MEMPENGARUHI MINAT BELI ULANG

Selvi Selvi
Audita Nuvriasari

Jurnal Manajemen
Vol. 13 No. 1 (2023): JURNAL MANAJEMEN VOL. 13 NO. 1 JUNI 2023

This study aims to analyze the role of experiential marketing, service quality and shopping motivation in influencing repurchase intention at X Coffee & Eatery in Yogyakarta. The method used in this research is causal associative using a quantitative approach.Sampling was done by non-probability sampling method using a purposive sampling technique with a total of 100 respondents. The results showed that experiential marketing plays a positive and significant role in influencing repurchase intention, service quality does not play a significant role in influencing repurchase interest, shopping motivation plays a positive and significant role in influencing repurchase intention.