Proceedings of The 2nd International Conference On Advance And Scientific Innovation, ICASI 2019, 18 July, Banda Aceh, Indonesia

Research Article

Impact of Experiential Marketing on Customers Repurchase Intention in Gempita Cafe

Download326 downloads
  • @INPROCEEDINGS{10.4108/eai.18-7-2019.2288572,
        author={Yossie  Rossanty and Rahima  br Purba and Firman  Ario and Muhammad Dharma Tuah Putra Nasution and Ilhamsyah  Siregar},
        title={Impact of Experiential Marketing on Customers Repurchase Intention in Gempita Cafe },
        proceedings={Proceedings of The 2nd International Conference On Advance And Scientific Innovation, ICASI 2019, 18 July, Banda Aceh,  Indonesia},
        publisher={EAI},
        proceedings_a={ICASI},
        year={2019},
        month={11},
        keywords={experiential marketing sense feel think act related repurchase intention},
        doi={10.4108/eai.18-7-2019.2288572}
    }
    
  • Yossie Rossanty
    Rahima br Purba
    Firman Ario
    Muhammad Dharma Tuah Putra Nasution
    Ilhamsyah Siregar
    Year: 2019
    Impact of Experiential Marketing on Customers Repurchase Intention in Gempita Cafe
    ICASI
    EAI
    DOI: 10.4108/eai.18-7-2019.2288572
Yossie Rossanty1, Rahima br Purba1, Firman Ario1, Muhammad Dharma Tuah Putra Nasution1,*, Ilhamsyah Siregar1
  • 1: Faculty of Social Science, Universitas Pembangunan Panca Budi, Medan, Indonesia
*Contact email: dharma_nasution@dosen.pancabudi.ac.id

Abstract

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.