PENGARUH EXPERIENTIAL MARKETING, CUSTOMER EXPERIENCE, DAN EKUITAS MEREK TERHADAP MINAT BELI ULANG PRODUK MS GLOW DIKOTA PADANG

wina, asfina and Purbo, Jadmiko (2023) PENGARUH EXPERIENTIAL MARKETING, CUSTOMER EXPERIENCE, DAN EKUITAS MEREK TERHADAP MINAT BELI ULANG PRODUK MS GLOW DIKOTA PADANG. Diploma thesis, Universitas Bung Hatta.

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Abstract

PENGHARUH EXPERIENTIAL MARKETING, CUSTOMER EXPERIENCE DAN EKUITAS MEREK TERHADAP MINAT BELI ULANG PRODUK MS GLOW DI KOTA PADANG (STUDI KASUS MASYARAKAT KOTA PADANG) Wina Asfina 1), Purbo Jadmiko 2) Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Bung Hatta ABSTRAK Penelitian ini bertujuan untuk menguji pengaruh experiential marketing, customer experience, dan ekuitas merek terhadap minat beli ulang produk MS Glow (studi kasus masyarakat dikota Padag). Sampel dalmam penelitian ini terdiri dari 90 orang dengan teknik pengambilan sampel purposive sampling. Metode analisis data dalam penelitian ini menggunakan program Smart PLS. dari hasil penelitian menunjukkan experiential marketing berpengaruh positif terhadap minat beli ulang, sedangkan customer experience berpengaruh negetif terhadap minat beli ulang dan ekuitas merek berpengaruh negatif terhadap minat beli ulang. Kata Kunci: Experiential Marketing, Customer Experience, Ekuitas Merek, Minat Beli Ulang ABSTRACT This study aims to examine the effect of experiential marketing, customer experience, and brand equity on the intention to repurchase MS Glow products (a case study of people in the city of Padang). The sample in this study consisted of 90 people using purposive sampling technique. The data analysis method in this study uses the Smart PLS program. the results of the study show that experiential marketing has a positive effect on repurchase intention, while customer experience has a negative effect on repurchase intention and brand buying has a negative effect on repurchase intention. Keywords: Experiential Marketing, Customer Experience, Brand Equity, Repurchase Intention

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