Pengaruh Electronic Word Of Mouth dan Experiential Marketing Terharap Purchase Intention Dengan Brand Equity Sebagai Variabel Intervening
DOI:
https://doi.org/10.32493/jpkpk.v4i3.10471Keywords:
electronic word of mouth, experiential marketing, purchase intention, brand equityAbstract
Penelitian ini bertujuan untuk menguji pengaruh antara electronic word of mouth dan experiential marketing terhadap purchase intention dengan brand equity sebagai variabel intervening (studi pada gerai kopi Starbucks Big Mall Samarinda). Penelitian kuantitatif ini yang mengukur pengaruh antar variabel denagn data dari kuesioner sebanyak 100 responden. Pengolahan data dilakukan dengan menggunakan program SmartPls 3.0.
Hasil penelitian ini menunjukkan bahwa electronic word of mouth, experiential marketing dan brand equity masing-masing berpengaruh positif signifikan terhadap purchase intention. Hasil analisis juga menunjukkan bahwa Brand equity memediasi pengaruh tidak langsung antara electronic word of mouth dan experiential marketing terhadap purchase intention dengan sifat mediasi parsial. semakin baik electronic word of mouth dan semakin tinggi experiential marketing pelanggan gerai kopi Starbucks maka semakin tinggi brand equity yang akan meningkatkan keinginan konsumen untuk berkunjung dan melakukan pembelian makanan dan minuman di gerai kopi Starbucks Big Mall Samarinda.
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