PENGARUH EXPERIENTIAL MARKETING TERHADAP PEMBELIAN KEMBALI DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING
Abstract
This study aims to analyze the influence of Experiential Marketing on repurchase with Satisfaction as an Intervening Variable in The House of Raminten Yogyakarta Restaurant. Subjects in this study were customers who had visited or ate at The House of Raminten Yogyakarta Restaurant. In this study there were 130 respondents who were selected using purposive sampling method. The analytical tool used is simple linear regression and multiple linear regression, t test, path analysis, and Sobel test
Based on the analysis that has been done, the results obtained that Experiential Marketing has a positive and significant effect on customer satisfaction, then Customer Satisfaction has a positive and significant effect on Repurchase, and Experiential Marketing has a positive and significant effect on Repurchase, and Experiential Marketing indirectly influences the Purchase Repeat through Customer Satisfaction as an intervening variable