Impact of Experiential Marketing on Customers Repurchase Intention in Gempita Cafe

Rossanty, Yossie and br Purba, Rahima and Ario, Firman and Nasution, Muhammad Dharma Tuah Putra and Siregar, Ilhamsyah (2019) Impact of Experiential Marketing on Customers Repurchase Intention in Gempita Cafe. In: ICASI 2019, 18 July 2019, Banda Aceh, Indonesia.

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Experiential marketing not only focuses on the product or service but also on the whole process of customer experience creation. It includes before purchase when consumed, and post-purchase. When customers consume the products or use services, they would be emotionally and psychologically involved. Repurchase Intention is a desire that arises from the process of activating memory as a delayed plan to take actual purchase based on past purchase experience. This study purpose to examine the effect of experiential marketing variables which include sense experience, feel, think, act, and related experience on repurchase intention in Gempita Cafe.This research is a quantitative explanative. Samples were taken using purposive sampling. Data were collected by structured questionnaires and distributed by enumerators. The test results prove that the five factors experiential marketing assessed, only Think experience has a significant effect on repurchase intention. In this case, Gempita Café succeeded in creating experiences related to creative and rational stimuli by its customers. If these five factors are tested simultaneously, the five variables have the significant effect on customers repurchase intention. This study has some limitations; the authors expect for future authors, may develop this research by enlarging the sample, adding measurement items and using mediation or moderator variable.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: experiential marketing sense feel think act related repurchase intention
Subjects: T Technology > T Technology (General)
Depositing User: EAI Editor IV
Date Deposited: 10 Sep 2021 13:48
Last Modified: 10 Sep 2021 13:48

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