PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN KONSUMEN DAN MINAT BELI ULANG DI WARUNG KOPI KLOTOK, KALIURANG, YOGYAKARTA

Irma Yanti Febrini, Retno Widowati PA, Misbahul Anwar

Abstract


This research is about analyzing the influence of Experiential Marketing on consumer satisfaction and repurchase intention at Warung Kopi Klotok, Kaliurang, Yogyakarta. It is a marketing element for the repurchase intention who obtain customer satisfaction through elements of experiential marketing, namely sense, feel, think, act, and relate. Obtaining data directly through a distribution questionnaire, with the number of samples meeting the requirements of a purposive sample of 247 respondents. The data analysis technique used in this study is Structural Equation Modelling (SEM) with the Moment Structure Analysis (AMOS) program version 22. The results of the study show four conclusions namely experiential marketing has a positive and significant effect on customer satisfaction, experiential marketing has a positive and significant effect on repurchase intention, customer satisfaction has a positive and significant effect on repurchase intention, and customer satisfaction is able to mediate marketing experience to repurchase intention.


Keywords


Experiential Marketing, customer satisfaction, repurchase intention

Full Text:

PDF

References


Adam, M. (2015), Manajemen Pemasaran Jasa Teori dan Aplikasi, Cetakan Kesatu Maret 2015, Bandung: Penerbit Alfabeta.

Andreani, F. (2007), Experiential Marketing (Sebuah Pendekatan Pemasaran). Jurnal Manajemen Pemasaran, Vol. 2, No. 1. April 2007: (1-8).

Candra, H. (2008), Marketing Untuk Orang Awam, Jakarta: Maxikom.

Christian, A. & Dharmayanti, Diah. (2013), Pengaruh Experiential Marketing Terhadap Customer Satisfaction dan Customer Loyalty The Light Cup di Surabaya Town Square, (Online), Jurnal Manajemen Pemasaran Petra Vol. 1, No. 2, (2013) 1-3, Universitas Kristen Petra Surabaya.

Dharmayanti, D. & Lokito, S.A.. (2013), Analisis Pengaruh Experiential Marketing, Customer Satisfaction, Terhadap Customer Loyalty Comedy Kopi di Surabaya. (Online), Jurnal Strategi Pemasaran, Jurusan Manajemen Pemasaran, Universitas Kristen Petra Surabaya.

Ghozali, I. (2014), Model Persamaan Struktural Konsep dan Aplikasi dengan Program Amos 22.0 Update Bayesian SEM, Semarang: Badan Penerbit Universitas Diponegoro.

https://marketing.co.id/experiential-marketing- pekerjaan-schmitt-belum-selesai/ (Artikel Online), Majalah Marketing, Zoel. (28 Agustus 2012), Experiential Marketing: Pekerjaan Schmitt Belum Selesai. (Portal Lengkap Dunia Marketing). Marketing.co.id.

https://www.bi.go.id/id/publikasi/kajianekonomiregional/yogya/contents/KEKR%20DIY%20TRIWULAN%204%202017.pdf (Februari 2018), (Artikel Online), Publikasi Laporan Perkembangan Perekonomian DIY Triwulan IV 2017 oleh Bank Indonesia DIY, Kajian Ekonomi dan Keuangan Regional Daerah Istimewa Yogyakarta 2017. BI.go.id.

https://www.republika.co.id/berita/nasional/daerah/17/07/28/otrzuz428-jumlah-usahamenengah-kecil-sleman-tertinggi-di-yogya (Artikel Online), Suryana, Wahyu. (Juli 2017), Jumlah Usaha Menengah Kecil Sleman Tertinggi di Yogya, Republika.co.id.

Hyunjin, Jeon. July (2013), The Effect of Experiential Markerting on Customer Satisfaction and Revisit Intention of Beauty Salon Franchise Stores, (Online), Journal of Fashion Business Vol. 17. No. 3 pp. 109-121, Koreascience Reference Linking Platform of Korea S&T Journals, The Korean Society of Fashion Business, Associate Professor, Dept. of Beauty Art. Honam University.

Kanoipate, V. (May 2015), The Impact of Experiential Marketing Use on Customer Perceived Value and Satisfaction in Lithuanian Restaurants, (Online), ISM University of Management and Economics.

Kartajaya, H. (2004), Marketing In Venus, Jakarta: PT. Gramedia.

Khasanah, I. (Juni 2015), Analisis Pengaruh Nilai Pelanggan, Experiential Marketing dan Rasa Kepercayaan Terhadap Kepuasan Pelanggan (Studi Kasus Hotel Pondok Tinggal Magelang) (Online), Jurnal Studi Manajemen Organisasi 12, 10-20. E-Journal Undip Universitas Diponegoro.

Kotler, P. and Keller, Kevin Lane. (2012), Marketing Management, 14 th Edition, ISBN:978-0-13-210292-6, Global Edition, England: Published by Pearson Education Limited. Publishing as Prentice Hall

Kusumawati, A. (2011), Analisis Pengaruh Experiential Marketing Terhadap Kepuasan dan Loyalitas Pelanggan: Kasus Hypermart Malang Town Square (Matos), (Online), Jurnal Manajemen Pemasaran Modern, Vol.3, Januari-Juni 2011. Universitas Brawijaya Malang.

Lee, Ming-Shing.; Hsiao, Huey-Der.; & Yang, Ming- Feng. (2010), The Study of the Relationships Among Experiential Marketing, Service Quality, Customer Satisfaction and Customer Loyalty. (Online). International Journal of Organizational Innovation (Online); Hobe Sound Vol. 3, Iss. 2, Fall 2010, 352-378, Far East University, Taiwan.

Lokito, S.A. & Dharmayanti, D. (2013), Analisis Pengaruh Experiential Marketing dan Customer Satisfaction Terhadap Customer Loyalty Comedy Kopi Surabaya, Jurnal Strategi Pemasaran Publication Petra.ac.id, Manajemen Pemasaran, Universitas Kristen Petra, Surabaya.

Lunnette, C., Andreani, F. (2017), Kepuasan Experiential Marketing Terhadap Minat Beli Ulang di Gyu Kaku Galaxy Mall, (Online), Jurnal Hospitality dan Manajemen Jasa Vol. 5, No. 2, Manajemen Perhotelan, Universitas Kristen Petra, Surabaya.

Ming, Chou You. (2010), Study on the Impact of Experiential Marketing and Customers’ Satisfaction Based on Relationship Quality, (Online), Department of Travel Management Hsing Wu College, Taiwan, R.O.C, The International Journal of Organizational Innovation Vol 3 Num 1 Summer.

Oeyono, J. T., & Dharmayanti, Diah. (2013), Analisa Pengaruh Experiential Marketing Terhadap Loyalitas Konsumen Melalui Kepuasan Sebagai Intervening Variabel di Tator Cafe Surabaya Town Square, (Online), Jurnal Manajemen Pemasaran Vol. 1. No. 2, 1-9, Universitas Kristen Petra, Surabaya.

Ozturk, R. (2015), Exploring the Relationships between Experiential Marketing, Customer Satisfaction and Customer Loyalty: An Empirical Examination in Konya, (Online), World Academy of Science, Engineering and Technology International, Journal of Economics and Management Engineering, Vol. 9, No. 8, Digital Open Science Index, Economics and Management Engineering, International Scholarly and Scientific Research & Innovation.

Pine, Joseph II, and Gilmore, James H. From the (July-August 1998), Welcome to the Experience Economy. Harvard Business Review.

Razanah, Z.; Kumadji, S.; & Kusumawati, A. (Januari-Juni 2011), Penerapan Experiential Marketing Strategi dan Pengaruhnya Terhadap Kepuasan dan Loyalitas (Studi pada pelanggan bakso Cak Kar Singosari-Malang, (Online), Jurnal Manajemen Pemasaran Modern Vol.3, No. 1, ISSN 2085-0972, Universitas Brawijaya Malang.

Razi, Farshad Faezy.; and Lajevardi, Masoud. (2016), Sense Marketing, Experiential Marketing, Customer Satisfaction, and Repurchase Intention, (Online). ISSN 2422-8451 An International Peer-reviewed Journal. Vol.21, 67.

Schmitt, B. H. (1999), Experiential Marketing: How To Get Customers To Sense, Feel, Think, Act, and Relate to Your Company and Brands, The Free Press, New York.

Schmitt, B.H. (1999), Marketing: A New Framework for Design and Communications, http://id.booksc.org/book/18488378/9b839f (Online E-Book), Design Management Experiential Journal , Vol.10, No.2, Spring 1999.

Sebopa, B.C. (2016), Experiential marketing as a predictor of repurchase intentions of Smartphones amongst youth in South Africa. (Online), University of the Witwatersrand Johannesburg.

Setyono, D.; Widyanata, Ong Yinyin.; Siaputra, Hanjaya.; & Jokom, Regina. (2017), Analisa Pengaruh Experiential Marketing terhadap Minat Beli Ulang Konsumen Konig Coffee & Bar, (Online), Jurnal Hospitality dan Manajemen Jasa, Vol. 5, No. 1, Manajemen Perhotelan, Universitas Petra Surabaya.

Smilansky, S. (2009), Experiential Marketing: A Practical Guide to Interactive Brand Experiences, London and Philadelphia: Kogan Page.

Solomon, M. R. (2004), Consumer Behavior Buying, Having, and Being, International Edition, Sixth Edition, ISBN 0-13-123011-5, Pearson Education International, Saddle River, New Jersey, Pearson Prentice Hall.

Suryadana, M. Liga & Octavia, Vanny. (2015), Pengantar Pemasaran Wisata, (Visit Indonesia Every Time Remembered with Beauty), Cetakan Kesatu Mei 2015, Bandung: Penerbit Alfabeta.

Tanzil, G. Irawan, I.; & Aprilia, A. (2017), Analisa Konsep Sizzling Steak Yang Merupakan Experiential Marketing Terhadap Minat Pembelian Ulang Konsumen Di Restoran Pepper Lunch Tunjungan Plaza Surabaya, (Online), Jurnal Hospitality dan Manajemen Jasa Vol.5 No. 1. 2017, Manajemen Perhotelan, Universitas Petra Surabaya.

Tetanoe, Vinsensius Ronald & Dharmayanti, Diah. (2014), Pengaruh Experiential Marketing Terhadap Pembelian Ulang Dengan Kepuasan Pelanggan Sebagai Variable Intervening di Breadtalk Surabaya Town Square, (Online), Jurnal Strategi Pemasaran Petra Vol. 2, No. 1, (2014) 1-12, Universitas Kristen Petra Surabaya.

Tjiptono, F. (2014), Pemasaran Jasa, Yogyakarta: CV. Andi Offset.

Unjaya, Go Darmadi, & Santoso, L. (2015), Analisis Pengaruh Satisfaction, Trust, Commitment Terhadap Repurchase Intention Pelanggan Tetap Hotel Raden Wijaya Mojokerto, (Online), Jurnal Hospitality dan Manajemen Perhotelan, Manajemen Perhotelan, Universitas Kristen Petra Surabaya, Indonesia.

Yang, Chih-Yun. (2009), The Study of Repurchase Intention in Experiential Marketing an Empirical Study of the Franchise Restaurant, (Online). International Journal of Organizational Innovation, Vol 2, Num 2, Fall 2009, Department of Hospitality Marketing Management National Kaohsiung Hospitality College, Taiwan.

Zena, P.A. & Hadisumarto, A.D. (2012), The Study of Relationship Among Experiential Marketing, Service Quality, Customer Satisfaction and Customer Loyalty, Asean Marketing Journal Vol. IV, No. 1, June 2012.




DOI: https://doi.org/10.18196/mb.10167

Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Jurnal Manajemen Bisnis




Office: 

Ruang Jurnal Manajemen Bisnis, 
Gedung Ki Bagus Hadikusuma (E4) Lantai 2, Kampus Terpadu Universitas Muhammadiyah Yogyakarta,
Jalan Brawijaya (Lingkar Selatan), Tamantirto, Kasihan, Bantul, Daerah Istimewa Yogyakarta, Indonesia, 55183
Website: journal.umy.ac.id/index.php/mb - E-mail: mabis@umy.ac.id
Phone: +62 274 387 656 (ext: 118)

Jurnal Manajemen Bisnis is licensed under Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)