Research In Management and Accounting (RIMA)
EXPERIENTIAL MARKETING AND EXPERIENTAL VALUE, HOW DOES IT IMPACT ON CONSUMER REPURCHASE INTENTIONS
Abstract
Today's competition is very intens, with many restaurants, cafes and food court popping up so that competition arises from the side of sellers and consumers. Today's consumers are more likely to get bored so quickly that they will use all existing facilities such as information technology to get information about what they want to know. Marketers must have a positive strategy in experiential marketing to create a good experience for consumers. This study aims to determine the effect of experiential marketing on repurchase intention through experiential value for consumers of Pasa Rame Restaurant in Surabaya. Respondent samples used were 200 respondents who are the consumers of Pasa Rame Restaurant in Surabaya. Sampling of respondents using non probability sampling by purposive sampling. The data collection tool used is a questionnaire. The data analysis technique used is the Structural Equation Modelling using the Lisrel program.The results of this study state that experiential marketing has a positive and significant effect on experiential value, experiential marketing has a positive and significant effect on repurchase intention, experiential value has a positive and significant effect on repurchase intention and experiential marketing has a positive and significant effect on repurchase intention through experiential value for consumers of Pasa Rame Restaurant in Surabaya
Keywords
Full Text:
PDFReferences
Andreani, F. (2007). Experiential Marketing (Sebuah Pendekatan Pemasaran). Jurnal Manajemen Pemasaran , 1-8.
Araci, U., Bulut, Z., & Kocak, N. (2017). The Relation Among Experiential Marketing, Customer Satisfaction, and Behavioral Intention: A Study on Food and Beverage Businesses. 23rd International Scientific Conference on Economic and Social Development , 361-371.
Astari, W. F., & Pramudana, K. A. (2016). Peran Experiential Value dalam Memediasi Pengaruh Experiential Marketing terhadap Repurchase Intention. Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan, (10)1 , 16-30.
Badan Pusat Statistik Provinsi Jawa Timur. (2017). Jumlah Restoran/Rumah Makan Menurut Kabupaten/Kota di Provinsi Jawa Timur, 2013 - 2016. Dipetik Juni 1, 2018, dari https://jatim.bps.go.id/dynamictable/2017/10/17/137/jumlah-restoran-rumah-makan-menurut-kabupaten-kota-di-provinsi-jawa-timur-2013---2016.html
Chang, W.-J., Liao, S.-H., Chung, Y.-C., & Chen, H.-P. (2018). Service Quality, Experiential Value and Repurchase Intention for Medical Cosmetology Clinic: Moderating Effect of Generation. Total Quality Management & Business Excellence , 1-21.
Durianto, D., Sugiarto, & Tony, S. (2001). Strategi Menaklukkan Pasar melalui Riset Ekuitas dan Perilaku Merek. Jakarta: Gramedia Pustaka Utama.
Engel, J., Blackwell, R., & Miniard, P. (1995). Perilaku Konsumen [Terjemahan] (edisi ke-6). Jakarta: Binarupa Aksara.
Hair, J., Black, W., Babin, B., & Anderson, R. (2013). Multivariate Data Analysis: Pearson New International Edition . Upper Saddle River: Pearson Education Limited.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer Repurchase Intention: A General Structural Equation Model. European Journal of Marketing, (37)11/12 , 1762-1800.
Jones, T., & Taylor, S. (2007). The Conceptual Domain of Service Loyalty: How many Dimensions? Journal of Services Marketing, (21)1 , 36-51.
Kotler, P., & Armstrong, G. (2014). Principles of Marketing. Edinburg: Pearson Education.
Kuncoro, M. (2013). Metode Riset Untuk Bisnis & Ekonomi (edisi ke-4). Jakarta: Erlangga.
Kusuma, A. (2013). Pengaruh Experiential Marketing terhadap Repurchase Intention melalui Experiential Value pada Maskapai Penerbangan Garuda Indonesia di Surabaya. Kajian Ilmiah Mahasiswa Manajemen (2)3 , 1-6.
Lestari, S. H. (2018). Pertumbuhan Kinerja Restoran dan Kafe di Surabaya Stagnan, Pengusaha Diminta Lakukan ini. Dipetik Juni 2018, 1, dari Surya.co.id: http://surabaya.tribunnews.com/2018/01/19/pertumbuhan-kinerja-restoran-dan-kafe-di-surabaya-stagnan-pengusaha-diminta-lakukan-ini?page=all
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment. Journal of Retailing, (77) , 39-56.
Mowen, J., & Minor, M. (2005). Perilaku Konsumen Jilid 2 (edisi ke-5). Jakarta: Erlangga.
Nigam, A. (2012). Modeling Relationship Between Experiential Marketing, Experiential Value and Purchase Intentions in Organized Quick Service Chain Restaurants Shoppers Using Structural Equation Modeling Approach. International Journal of Computer Science & Management Studies, (12) , 70-79.
Oliver, R. (2015). Satisfaction : A Behavioral Perspective on the Consumer (second edition). New York: Routledge.
Razi, F. F., & Lajevardi, M. (2016). Sense Marketing, Experiential Marketing, Customer Satisfaction, and Repurchase Intention. Journal of Marketing and Consumer Research, (21) , 67-73.
Rosanti, N., Kumadji, S., & Yulianto, E. (2014). Pengaruh Experiential Marketing dan Experiential Value Terhadap Customer Satisfaction: Survei pada Mahasiswa FIA Bisnis 2013/2014 Pengguna Android Samsung. Jurnal Administrasi Bisnis, (16)1 , 1-7.
Rusli, M. (2014). Pengelolaan Statistik yang Menyenangkan. Yogyakarta: Graha Ilmu.
Saraswati, R., Arifin, Z., & Yulianto, E. (2013). Pengaruh Experiential Marketing terhadap Loyalitas (Studi Pada Pelanggan Taman Indie Resto Malang). Jurnal Administrasi Bisnis , 1-9.
Schiffman, L., & Kanuk, L. (2008). Perilaku Konsumen [Terjemahan] (edisi ke-7). Jakarta: Indeks.
Schmitt, B. (2010). Experience Marketing: Concepts, Frameworks and Consumer Insights. Foundations and Trend in Marketing, 5(2) , 55-112.
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, (15)1-3 , 53-67.
Silalahi, U. (2009). Metode Penelitian Sosial. Bandung: Refika Aditama
DOI: https://doi.org/10.33508/rima.v3i1.2746
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.