The influence of experiential marketing on repurchasing interest (survey on customers of woven bag products at Biboki art shop Kefamenanu)

Fredirikus Timo; Rikhardus Bria Seran

Fredirikus Timo Management Study Program, Faculty of Economics and Business, University of Timor
Rikhardus Bria Seran Management Study Program, Faculty of Economics and Business, University of Timor

Keywords: Experiential Marketing, Sense, Feel, Think, Act, Relate, Repurchase Intention

Abstract

This study aims to determine the effect of Experiential Marketing on repurchase intention of woven bag customers at the Biboki Art Shop. The population of this study are customers who buy woven bags at the Biboki Art Shop. The sampling technique uses the Accidental Sampling method. The sample in this study amounted to 60 customers with data collection techniques using a questionnaire. The data analysis technique uses multiple linear regression analysis techniques.The results of this study indicate that the elements of Experiential Marketing which include sense, feel think, act, and relate have a positive effect on repurchase intention. This is strengthened and supported by the sig. smaller than the alpha value, namely 0.000 <0.05, meaning that sense, feel, think, act, and relate have a significant effect on repurchase intention, and then it can be seen from the results of the t-count for the variables sense, feel, think, act, and relate greater than t-table (1.98552), meaning that Ho is rejected and Ha is accepted.

Downloads

Download data is not yet available.

References

Anwar, Misbahul . PA, Retno Widowati . Febrini , Irma Yanti. (2019). " Influence Experiential marketing To Satisfaction Consumer And Interest Buy Repeat ", 10(1), 35-52.
Arikunto , Suharsimi . (2017). Procedure Research : A Approach Practice , Edition Revision VI, Jakarta: PT Rineka Create.
Astari , WF, And Komang, ASP (2016). "Role Experiential Value In Mediate Influence Experiential Marketing on Repurchase Intention”. Vol. 10. No.1.
Dharmayanti . Diah. Tentanoe , Vincent Ronald. (2014). " Influence Experiential marketing Against Purchase Ullang With Satisfaction Customer As Variables intervening”, 2(1), None Page.
Engriani , Yunita . Yasri, Yasri. Gustina, Lia. (2019). " Influence Experiential marketing towards Visitor Interest Repeat Tourists On Objects Water recreation Sweet", 8(1), 52-60.
Fajryanti , Vanny, and Naili, Faridah. 2018. “ Influence Experirntal Marketing And Perception Nilau To Purchase Repeat Through Satisfaction Study On Passenger Train Fire Argo Bromo Orchid ". Diponegoro Journal Of Social and Politics. Pages 1-8.
Firmansyah, M.A 2018. BEHAVIOR CONSUMER ( Attitude And Marketing ).
Sleman: Deepublish .
Handayani , Fitria. 2017. " Influence Dimensions Experiential marketing Against InterestBuy Repeat Consumers at Owl Café”. Thesis . Faculty of Economics and Business . Management Study Program . Lampung University. Bookie Lampung.
Hendarsono , Gersom, And Sugiono, Sugiharto . 2013. "Analysis Influence Experiential Marketing Against Repurchase Interest Consumers of Cafe Buntos 99 Sidoarjo ”. Management Marketing . Vol. 1. No. 2.
Irwansyah , R., et all . 2021. Behavior Consumers , Bandung: Widina Bhakti Homeland .
Kusumawati , Andriani. Kumadji , Srikandi . Rahayu, Deasy. (2016). “ Experiential marketing And its influence to satisfaction customer And interest purchase repeat (Repurchase intention)”, 35(2),197-202.
Loindong , Sjendry SR Tumbuan , William JFA Lamongi , Jackline. (2018). Influence Experiential marketing on repurchase interest Consumers in J. CO Donuts and Coffee , 5(4), 3038-3046.
Sugiyono . 2011 . Method Study Quantitative Qualitative And R&D. Bandung: Alphabet .
Suprihati ., and Wikan, BU 2015. “ Analysis Influencing Factors _ _ Behavior Consumers in Private Car Purchasing Decisions in Subdistricts Gonilan Regency Sukoharjo ”, Vol. 13, No.01.
Suyetno . 2019. “ Influence Experiential Marketing on Repurchase Interest and Word Of Mouth With Cutomer Satisfaction As BIntervening Variable Study Case Legend Coffee Yogyakarta.” Faculty Economy. Vol.2. No. 3.
Nadhifa , Zahrotun . 2017. " Influence Experiential Marketing To Interest Visit Return On Tour Nautical Lamongan ”. Thesis . Faculty Economy And Business . Management Study Program . University Jember. Jember.
Wiratmadja , Raden Gandhira . 2011. “ Influence Experiential marketing Against Repurchase Interest Customer Case Study at Inul KTV Pejaten Village”. Thesis. Faculty Economy. Study Program Management . University of Indonesia. Jakarta..
Wulandari, Rima Aji Nirwanawanti . 2016. " Influence Dimensions Experiential marketing Regarding interest in repurchasing at The House Of Raminten Yogyakarta”. Thesis . Faculty of Economics. Management Study Program . Sanata Dharma University . Yogyakarta.