Pengaruh Sensory Marketing Terhadap Repurchase Intention Melalui Brand Experience Sebagai Variabel Intervening (Studi Pada KKV Indonesia)
DOI:
https://doi.org/10.32493/jaras.v5i1.46335Keywords:
Sensory Marketing, Brand Experience, Repurchase Intention, KKV IndonesiaAbstract
Tujuan. Penelitian ini bertujuan untuk mengetahui pengaruh sensory marketing terhadap repurchase intention melalui brand experience sebagai variabel intervening pada brand KKV Indonesia
Metode. Penelitian ini menggunakan metode kuantitatif dengan pengumpulan data primer melalui kuesioner yang diperoleh dari responden. Responden dalam penelitian ini adalahh konsumen yang pernah membeli produk KKV Indonesia. Analisis data akan dilakukan menggunakan Structural Equation Modelling - Partial Least Square (SEM-PLS).
Hasil. Hasil dari penelitian ini adalah terdapat pengaruh antara sensory marketing, brand experience, dan repurchase intention
Implikasi. Implikasi praktis dari penelitian ini akan membantu perusahaan dalam merancang strategi pemasaran yang lebih efektif untuk meningkatkan loyalitas konsumen dan keberhasilan merek
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