SKRIPSI: Pengaruh Experiential Marketing terhadap Minat Beli Ulang melalui Kepuasan sebagai Variabel Intervening pada Pelanggan Shoes and Care Yogyakarta

Novita, Cherrya Kuzo (2022) SKRIPSI: Pengaruh Experiential Marketing terhadap Minat Beli Ulang melalui Kepuasan sebagai Variabel Intervening pada Pelanggan Shoes and Care Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

Shoes and Care is a premium shoe care service that implementing experiential marketing because it is believed to be able to affect a brand in the post-purchase period. This shoe care service seeks to meet consumer needs with the main target being busy people who do not have time to take care of shoes and shoe collectors or bags branded that require special care, by offering various experiences that consumers can feel when using Shoes and Care shoe washing services. This study aims to analyze the effect of experiential marketing on consumer satisfaction, the effect of experiential marketing on repurchase intention, the effect of consumer satisfaction on repurchase intention, and the indirect effect of experiential marketing on repurchase intention through consumer satisfaction at Shoes and Care Yogyakarta. The sampling method in this study is non-probability sampling using purposive sampling technique with a total of 155 respondents that is consumers who have visited Shoes and Care and have transacted at least 2 times at Shoes and Care in the city of Yogyakarta. The results showed that experiential marketing had a positive effect on consumer satisfaction, experiential marketing a positive effect on repurchase intention, consumer satisfaction had a positive effect on repurchase intention, and experiential marketing had an indirect effect on repurchase intention through consumer satisfaction.

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