Repurchase Interest Based on Experiential Marketing and Consumer Satisfaction as Intervening Variables

Dwi Gemina; Rachmat Gunawan; Rifki Chandra Giri

doi:10.59890/ijels.v3i8.89

Authors

Dwi Gemina Universitas Djuanda
Rachmat Gunawan Universitas Djuanda
Rifki Chandra Giri Universitas Djuanda

DOI:

https://doi.org/10.59890/ijels.v3i8.89

Keywords:

Repurchase Interest, Experiental Marketing, Costumer Satisfaction

Abstract

Developments in the dynamic and competitive business world require companies to position their companies to defend their products, attract consumers and face competition. This research aims to determine and analyze the direct and indirect influence of experiential marketing on repurchase interest through consumer satisfaction. The sample in this study consisted of 100 people selected using a random sampling method. The data used in this research is ordinal data which is converted into interval scale metric data using the Methide of Successive Interval (MSI). This research method uses validity tests, reliability tests and classical assumptions and uses Path Analysis and Sobel Test for intervening variables. The research results show that there is a direct and positive influence of experiential marketing on consumer satisfaction, experiential marketing on repurchase interest, consumer satisfaction on repurchase interest, as well as an indirect and positive influence of experiential marketing on repurchase interest through consumer satisfaction.

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