Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)

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The Effect of Experiential Marketing, Service Quality on Repurchase Intention with Customer Satisfaction as a Mediating Variable (Case Study of Alooha Tropical Café)

Authors
Danny Hidayat1, *
1Universitas Andalas, Padang, Indonesia
*Corresponding author. Email: dannyhidayat@eb.unand.ac.id
Corresponding Author
Danny Hidayat
Available Online 22 May 2024.
DOI
10.2991/978-94-6463-400-6_46How to use a DOI?
Keywords
Experiential Marketing; Service Quality; Repurchase Intention; Customer Satisfaction
Abstract

This research aims to investigate the impact of Experiential Marketing and Service Quality on Repurchase Intentions, with Customer Satisfaction serving as a mediating variable. The study employed purposive sampling, a non-random technique, resulting in a sample size of 210 respondents. Structural Equation Modeling (SEM) analysis was utilized for data analysis, employing the SmartPLS 4.0 program and Microsoft Excel for data processing. The analysis encompassed validity and reliability tests for measurement models, causality tests for structural models, and mediation tests. The findings reveal that Experiential Marketing significantly and positively influences both customer satisfaction and repurchase intention. Moreover, Customer Satisfaction significantly and positively affects Repurchase Intention. Service Quality demonstrates a positive and significant impact on Customer Satisfaction, but its effect on Repurchase Intention is positive yet insignificant. Customer Satisfaction mediates the connections between Experiential Marketing and Repurchase Intention, as well as between Service Quality and Repurchase Intention.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
22 May 2024
ISBN
978-94-6463-400-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-400-6_46How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Danny Hidayat
PY  - 2024
DA  - 2024/05/22
TI  - The Effect of Experiential Marketing, Service Quality on Repurchase Intention with Customer Satisfaction as a Mediating Variable (Case Study of Alooha Tropical Café)
BT  - Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023)
PB  - Atlantis Press
SP  - 606
EP  - 627
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-400-6_46
DO  - 10.2991/978-94-6463-400-6_46
ID  - Hidayat2024
ER  -