PENGARUH EXPERIENTIAL MARKETING TERHADAP REPURCHASE INTENTION DIMEDIASI OLEH CUSTOMER SATISFACTION PADA RESTORAN X SURABAYA

Abstract

Currently, many businesses are growing rapidly, this is due to creative and innovative ideas. Along with this idea, the concept of mar keting also developed. Marketing activities are now starting to focus on customer satisfaction. In general, every business aims to seek profit, this goal cannot be separated from marketing activities. Marketing it self must be thought out in advance to be more targeted to customers. In 2013, the hotel and restaurant industry accounted for 14.33% of In donesia s Gross Domestic Product (GDP). One example of a restaurant business is X Restaurant in Surabaya. This study aims to analyze five types of market experience on repurchase intentions, either directly or through customer satisfaction at X Restaurant in Surabaya. Object of this research is X Restaurant customers in Surabaya who are more than 18 years old and have come to X Restaurant at least 3 times. Total sample in this study was 169 samples and using the Par tial Least Square method. The data used is primary data obtained by distributing questionnaires to customers of X Restaurant in Surabaya. In analyzing the data using a Structural Equation Modeling approach with the help of SmartPLS software. The results of the study prove that sense experience, feel experience, think experience, and related experi ence have a significant influence on customer satisfaction and repur chase intentions by mediating customer satisfaction; Customer satis faction has a significant effect on repurchase intention; Action experi ence has no significant effect on customer satisfaction and repurchase intention through customer satisfaction.