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

Danny Hidayat ()
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Danny Hidayat: Universitas Andalas

A chapter in Proceedings of the 8th International Conference on Accounting, Management, and Economics (ICAME 2023), 2024, pp 606-627 from Springer

Abstract: 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.

Keywords: Experiential Marketing; Service Quality; Repurchase Intention; Customer Satisfaction (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-400-6_46

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