PENGARUH SENSORY MARKETING TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER EXPERIENCE: Survei pada Konsumen Atanapi Coffee Camp

Zahra Medina Setyorini, - (2024) PENGARUH SENSORY MARKETING TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER EXPERIENCE: Survei pada Konsumen Atanapi Coffee Camp. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari sensory marketing terhadap repurchase intention melalui customer experience pada konsumen Atanapi Coffee Camp. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 100.000 dengan sampel 347 responden yang merupakan konsumen Atanapi Coffee Camp. Data diolah secara statistik dengan menggunakan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menemukan bahwa gambaran sensory marketing, customer experience dan repurchase intention berada di kategori baik. Sensory marketing memiliki pengaruh positif dan signifikan terhadap repurchase intention melalui customer experience. Temuan ini menunjukan bahwa sensory marketing dapat menciptakan customer experience yang pada akhirnya membentuk repurchase intention pada konsumen Atanapi Coffee Camp. Hasil penelitian ini diharapkan dapat memberikan wawasan lebih mendalam pada bidang pemasaran mengenai pentingnya penerapan sensory marketing untuk menciptakan customer experience yang positif sehingga dapat meningkatkan repurchase intention. This research aims to obtain an overview and magnitude of the influence of sensory marketing on repurchase intention through customer experience on Atanapi Coffee Camp consumers. The type of research used is descriptive and verification with a quantitative approach. The population in this study amounted to 100,000 with a sample of 347 respondents who were Atanapi Coffee Camp consumers. The data was processed statistically using the Structural Equation Modeling (SEM) method. The findings of this study found that the description of sensory marketing, customer experience and repurchase intention were in the good category. Sensory marketing has a positive and significant influence on repurchase intention through customer experience. This findings indicate that implenting of a sensory marketing strategy can create a customer experience which ultimately forms repurchase intention on Atanapi Coffee Camp consumers. The results of this study are expected to provide deeper insights in the marketing field regarding the importance of implementing sensory marketing to create a positive customer experience so that it can increase repurchase intention.

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Official URL: https://repository.upi.edu/
Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=list_works&hl=en&user=fRRIF6kAAAAJ ID SINTA Dosen Pembimbing: Bambang Widjajanta 5984870 Puspo Dewi Dirgantari 5980376
Uncontrolled Keywords: Pemasaran Sensorik, Pengalaman Pelanggan, Minat Pembelian Ulang Sensory Marketing, Customer Experience, Repurchase Intention
Subjects: H Social Sciences > HF Commerce
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User: Zahra Medina Setyorini
Date Deposited: 13 Jan 2025 06:03
Last Modified: 13 Jan 2025 06:03
URI: http://repository.upi.edu/id/eprint/129623

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