JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN)
Vol 4, No 1 (2017): JURNAL KONSEP BISNIS DAN MANAJEMEN NOVEMBER

PENGARUH EXPERIENTAL MARKETING TERHADAP MINAT BELI ULANG PELANGGAN PADA RUMAH MAKAN BERINGIN INDAH PEMATANG SIANTAR

Amelia, Wan Rizca ( UNIVERSITAS MEDAN AREA )



Article Info

Publish Date
15 Nov 2017

Abstract

In the now era, there are various kinds of businesses. Especially the culinary business like a restaurant. The restaurant business in Siantar becomes is increasing and very competitive. Therefore, product does not become the priority for a company but consumers.. The objective of the research was to find out and analyze the influence of experiential marketing which consisted of sense, feel, think, act, and relate toward repurchase intention. The research used descriptive quantitative with explanatory research method. The population was the customers of Rumah Makan Beringin Indah which had visited it at least twice in the last 2 months. The samples were taken by using purposive sampling technique. The data were gathered by conducting interviews, questionnaires, and documentary study and analyzed by using multiple linear regression analysis. The results of the research showed that experiential marketing which consisted of sense, feel,think, act, and relate had a significant influence on the repurchase intention at Rumah Makan Beringin Indah.   Keywords: Experiential Marketing, Repurchase Intention.

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Journal Info

Abbrev

bisman

Publisher

Subject

Decision Sciences, Operations Research & Management

Description

JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) is a journal to managed of Managemen Study Program Faculty of Economics, University of Medan Area, for aims to serve as a medium of information and exchange of scientific articles between teaching staff, alumni, students, practitioners and observers of ...