KEPUASAN EXPERIENTIAL MARKETING TERHADAP MINAT BELI ULANG DI GYU KAKU GALAXY MALL
(1) 
(*) Corresponding Author
Abstract
Tujuan dari penelitian ini adalah mengetahui Kepuasan Experiential Marketing terhadap minat beli ulang konsumen Gyu Kaku Galaxy Mall Surabaya. Kepuasan Experiential Marketing terdiri dari kepuasan atas Sense, Feel, Think, Act dan Relate Marketing. Penelitian ini menggunakan non probability sampling dengan jumlah sampel sebanyak 114 responden. Hasil penelitian menunjukan bahwa kepuasan Sense, Feel, Act dan Relate Marketing berpengaruh positif dan signifikan terhadap minat beli ulang di Gyu Kaku Galaxy Mall, sedangkan kepuasan Think Marketing berpengaruh positif tetapi tidak signifikan terhadap minat beli ulang di Gyu Kaku Galaxy Mall. Variabel Kepuasan Experiential Marketing yang paling dominan adalah Kepuasan Feel Marketing.
The purpose of this research to find the influence of experiential marketing satisfaction on repurchase intention at Gyu Kaku Galaxy Mall. Experiential marketing satisfaction consists of satisfaction in sense, feel, think, act and relate marketing. This research involves 114 respondents. The results show that sense, feel, act and relate marketing satisfaction have positive and significant influences on repurchase intention. Whereas, think marketing satisfaction has positive but insignificant influence on repurchase intention in Gyu Kaku Galalxy Mall. The most dominant variable from this research is feel marketing satisfaction.
Keywords
Full Text:
PDFReferences
Andreani, F. (2007). Experiential marketing (Sebuah Pendekatan Pemasaran). Jurnal Manajemen Pemasaran, Vol. 2, (No. 1). pp. 1-8.
Ferdinand, A. (2002).Manajemen pemasaran (1st ed.) Jilid 1. Jakarta: Erlangga
Ghozali, I. (2011). Aplikasi analisis multivariate dengan program IBM SPSS 19. Semarang: Badan Penerbit Universitas Diponegoro.
Gyu Kaku. (2017). Retrieved April 24, 2017, from http://gyukaku.id
Hendarsono. G. & Sugiharto. S. (2013). Analisa pengaruh experiential marketing terhadap minat beli ulang konsumen Cafe Buntos 99 Sidoarjo, Jurnal Manajemen Pemasaran, Vol. 1. (No. 2). pp. 1-9.
Kotler, P. & Keller, K. L. (2007). Manajemen pemasaran. Indeks : Jakarta
Nigam, A. (2012). Modeling relationship between experiential marketing, experiential value and purchase intension in organized quick service chain restaurant using structural equation modeling approach. IJCSMS. International Journal of Computer Science & Management Studies, Vol. 12. pp. 114-123
Schmitt, B. (1999). Experiential marketing. New York: The Three Press.
Smilansky, S. (2009). Experiential marketing: A practical guide to interactive brand experiences. London: Kogan Page
Sugiyono, (2011). Metode penelitian kuantitatif, kualitatif dan R & D. Bandung: Alfabeta.
Yan, W. S. & Yu, C. H. (2013). Factors of influencing repurchase intention on deal of the day group buying website. Hongkong: Baptist University.
Refbacks
- There are currently no refbacks.