PENGARUH EXPERIENTIAL MARKETING TERHADAP PEMBELIAN ULANG DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Survei pada Konsumen Wedangan di Mojosongo Surakarta)

Abstract

Aim of this research are to explain 1) influence of experiential marketing to
customer satisfaction; 2) influence of customer satisfaction to repeat purchase; 3)
explaining experiential marketing to repeat purchase and 4) explaining experiential
marketing to repeat purchase along customer satisfaction. This research is conducted at
Omah Wedangan and Wedangan Konco Lawas Mojosongo Surakarta. Sample
measurement is used as 165 respondents wih non-probability sampling technique and
purposive sampling method. Data analysis technique used is Structural Equation
Modelling analysis technique. Research result indicates indicates that there is influence
of direct experiential marketing towards customer satisfaction and repeat purchase;
influence of direct customer satisfaction towards repeat purchase; and influence of
indirect experiential marketing towards repeat purchase along customer satisfaction.
Based on aim of research, sugestion for the Wedangan to live in Mojosongo so that
upgrade customer satisfaction to pass experiential marketing until customer will gone
too far to do repeat purchase way routine.
Keywords: experiential marketing, customer satisfaction, repeat purchase