Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk melihat pengaruh experiential marketing dan price perception terhadap repurchase intention yang dimediasi oleh customer satisfaction pada pelanggan coffee shop di banda aceh. sampel yang digunakan pada penelitian ini adalah pelanggan coffee shop di banda aceh yang berjumlah 160 responden. teknik pengambilan sampel yang digunakan adalah purposive sampling. structural equation modeling (sem) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarkan hasil penelitian dapat diketahui bahwa experiential marketing, price perception dan customer satisfaction berpengaruh signifikan terhadap repurchase intention. experiential marketing dan price perception berpengaruh signifikan terhadap customer satisfaction. kemudian berdasarkan hasil uji sobel ditemukan bahwa customer satisfaction memediasi secara parsial pengaruh experiential marketing dan price perception terhadap repurchase intention. kata kunci : repurchase intention, experiential marketing, price perception, customer satisfaction

ABSTRACT This research aims to see the influence of experiential marketing and price perception on repurchase intention which is mediated by customer satisfaction in coffee shop customers in Banda Aceh. The sample used in this research was coffee shop customers in Banda Aceh, totaling 160 respondents. The sampling technique used was purposive sampling. Structural Equation Modeling (SEM) is used as an analysis method to determine the influence between the variables involved. Based on the research results, it can be seen that experiential marketing, price perception and customer satisfaction have a significant effect on repurchase intention. Experiential marketing and price perception have a significant effect on customer satisfaction. Then, based on the results of the Sobel test, it was found that customer satisfaction partially mediates the influence of experiential marketing and price perception on repurchase intention. Keywords: Repurchase Intention, Experiential Marketing, Price Perception, Customer Satisfaction