KEPUASAN EXPERIENTIAL MARKETING TERHADAP MINAT BELI ULANG DI GYU KAKU GALAXY MALL

Caroline Lunnette

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


Kepuasan Experiential Marketing, Minat Beli Ulang, Gyu Kaku Galaxy Mall

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References


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