PENGARUH CITRA MEREK DAN PROMOSI TERHADAP REPURCHASE INTENTION MELALUI EXPERIENTIAL MARKETING SEBAGAI VARIABEL MEDIATING

TRISMELIA, EPSI (2021) PENGARUH CITRA MEREK DAN PROMOSI TERHADAP REPURCHASE INTENTION MELALUI EXPERIENTIAL MARKETING SEBAGAI VARIABEL MEDIATING. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi keputusan pembelian ulang pada produk Starbucks Coffee. Variabel independen pada penelitian ini adalah Citra Merek dan Promosi yang didapatkan dari beberapa literatur penelitian terdahulu dan hasil pra survei. Penelitian ini menggunakan teknik analisis data SEM dengan pengolahan data menggunakan PLS. Populasi pada penelitian ini yaitu Konsumen Starbucks Coffee di Jakarta dengan jumlah sampel sebesar 135 yang diperoleh dengan menggunakan rumus Hair. Data primer diperoleh dengan penyebaran kuesioner melalui google form kepada responden yang telah melakukan pembelian produk Starbucks Coffee minimal dua kali. Hasil penelitian menunjukkan bahwa variabel Citra Merek dan Promosi berpengaruh positif terhadap variabel Repurchase Intention. Sedangkan variabel mediasi / Experiential Marketing memiliki pengaruh dan berperan penuh sehingga dapat disebut partial mediation dan indirect path pada penelitian ini. Saran akademis dalam penelitian ini diharapkan agar peneliti selanjutnya bisa memperluas model penelitian dengan meneliti aspek-aspek lain yang juga memiliki pengaruh terhadap konsumen Starbucks Coffee dalam melakukan pembelian ulang. Kata Kunci : Citra Merek, Promosi, Keputusan Pembelian Ulang, Pengalaman Pemasaran The purpose of this study is to look into the elements that influence Starbucks Coffee repurchase intention. Brand Image and Promotion are the independent variables in this study, which were derived from numerous previous research literatures and pre-survey data. This study use SEM data analysis tools in conjunction with PLS data processing. The participants in this study are Starbucks coffee drinkers in Jakarta. The population in this study is Starbucks Coffee Consumers in Jakarta with a total sample of 135 obtained using the Hair formula. Primary data was obtained by distributing questionnaires via google form to respondents who had purchased Starbucks Coffee products at least twice. The results showed that the Brand Image and Promotion variables had a significant and positive effect on the Repurchase Intention variable. While the mediation variable / Experiential Marketing has an influence and plays a full role so that it can be called partial mediation and indirect path in this study. Further investigation into the academic proposals in this study is intended to enhance the research model by looking into other factors that drive Starbucks Coffee customers to make repeat purchases. Keyword : Brand Image, Promotion, Repurchase Intention, and Experiential Marketing

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