PERAN EXPERIENTIAL MARKETING DAN CUSTOMER SATISFACTION TERHADAP REPURCHASE INTENTION PADA MALL TERASKOTA BSD

Halwa Irsalina Abidin; Rahadyan Tajuddien

doi:10.53067/ijebef.v5i3.283

Authors

Halwa Irsalina Abidin Universitas Pamulang
Rahadyan Tajuddien Universitas Pamulang, Indonesia

DOI:

https://doi.org/10.53067/ijebef.v5i3.283

Keywords:

Experiential Marketing, Customer Satisfaction, Repurchase Intention

Abstract

This study aims to analyze the Role of Experiential Marketing and Customer Satisfaction in forming Repurchase Intention, by testing whether customer satisfaction acts as a mediator. This research uses a quantitative approach with the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS) with the help of SmartPLS 4.0 software. The sample size was determined using the Yamane formula with a margin of error of 10%. Data was collected through questionnaires to 100 mall visitor respondents selected using a simple random sampling technique. The results of the research show that Experiential Marketing has a positive and significant effect on Customer Satisfaction (T- statistic 32.900 and P-value 0.000). Customer Satisfaction has a positive and significant effect on Repurchase Intention (T-statistic 4.794 and P-value 0.000). However, Experiential Marketing does not have a significant effect on Repurchase Intention with a T-statistic value of 1.687 and a P-value of 0.092 (>0.05). The mediation test shows that Customer Satisfaction mediates significantly the relationship between Experiential Marketing and Repurchase Intention (T-statistic 4.663 and P-value 0.000). This research concludes that creating an attractive experience (experiential marketing) alone is not enough to encourage repurchase intention. That experience must first be able to be transformed into customer satisfaction, which in the end will become the main driver of repurchase intention. The managerial implication of this research emphasizes the importance of an integrated strategy that prioritizes improving the quality of the experience while simultaneously ensuring all aspects of service meet or exceed visitor expectations to build long-term loyalty.

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