Pengaruh Experiental Marketing terhadap Repurchase Intention melalui Experiental Value pada Maskapai Penerbangan Garuda di Indonesia

Abstract

Experiential marketing is the core element for delivering and creating value for
customers through marketing approach. It could help to create sustainable growth and
excellence to promote business. The research aims to know the influence of experiential
marketing, experiential value and purchase intention on Garuda Indonesia flight service in
Surabaya.
In this study used is the conclusive research on the study of experimental or causal
research. Sampling-taking techniques used are non probability sampling. The type of method
used is the purposive sampling. The sample used was 200 people consumers of Garuda
Indonesia in Surabaya. Data were collected using a questionnaire. The technique used is the
analysis of structural equation modeling with Lisrel program assistance. The results of this
analysis indicate that the experiential marketing effect directly against the experiential value
and purchase intention. In addition, the study found that the relationship between
experiential marketing and purchase intention, can be strengthened by mediator experiential
value. Ultimately experiential value found also have influence on the purchase intention