ANALISA KONSEP SIZZLING STEAK YANG MERUPAKAN EXPERIENTIAL MARKETING TERHADAP MINAT PEMBELIAN ULANG KONSUMEN DI RESTORAN PEPPER LUNCH TUNJUNGAN PLAZA SURABAYA

Giovani Tanzil, Imelia Irawan, Adriana Aprilia

Abstract


Penelitian ini dilakukan untuk menganalisa pengaruh experiential marketing terhadap minat pembelian ulang konsumen Pepper Lunch Surabaya. Konsep sizzling steak yang merupakan bagian dari experiential marketing yaitu sense, feel, act mempengaruhi minat pembelian ulang konsumen. Penulis menggunakan Partial Least Square (PLS) dengan Smart PLS versi 3 untuk menguji pengaruh variabel bebas dengan variabel terikat. Hasil penelitian menunjukkan sense berpengaruh positif dan signifikan terhadap minat pembelian ulang konsumen. Feel berpengaruh signifikan terhadap minat pembelian ulang konsumen. Terakhir, act berpengaruh signifikan terhadap minat pembelian ulang konsumen

 

The study was conducted to analyze the influence of experiential marketing to the customer repurchase intention at Pepper Lunch Tunjungan Plaza Surabaya. The sizzling steak concept which is an experiential marketing from sense, feel, act marketing have an impact toward customer repurchase intention. The writer used Partial Least Square (PLS) with Smart PLS version 3 to test the effect of independent variables on the dependent variables. The result showed that sense significantly influenced customer repurchase intention. Feel significantly influenced customer repurchase intention. Lastly, act significantly influenced customer repurchase intention.


Keywords


Experiential Marketing, Minat Pembelian Ulang, Sizzling Steak.

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