Pengaruh Experiential Marketing dan Electronic Word of Mouth Terhadap Revisit Intention Melalui Brand Image Sebagai Variabel Mediasi

I Nyoman  Suparno; Ni Made Asti  Aksari

doi:10.23887/jppsh.v7i2.54873

Authors

I Nyoman Suparno Universitas Udayana, Denpasar, Indonesia
Ni Made Asti Aksari Universitas Udayana, Denpasar, Indonesia

DOI:

https://doi.org/10.23887/jppsh.v7i2.54873

Keywords:

Teori Perilaku Terencana, Revisit Intention, Citra Merek, eWOM

Abstract

Adanya penurunan kunjungan yang diakibatkan lemahnya revisit intension, sehingga diperlukan strategi pemasaran yang efektif agar sesuai dengan preferensi konsumen. Penelitian bertujuan ini untuk menguji dan menjelaskan peran brand image dalam memediasi hubungan experiential marketing dan eWOM terhadap revisit intention. Penelitian ini menggunakan pendekatan kuantitatif dan merupakan penelitian asosiatif. Subjek penelitian ini adalah konsumen yang pernah berkunjung ke Cafe Green Kubu Ubud. Data terdiri dari 100 sampel dan teknik analisis yang digunakan adalah Structural Equation Model (SEM) dengan menggunakan alat analisis berupa software SmartPLS 3.2.9. Adapun kesimpulan dalam penelitian ini adalah experiential marketing berpengaruh positif dan signifikan terhadap brand image dan revisit intention, eWOM berpengaruh positif dan signifikan terhadap brand image dan revisit intention, brand image berpengaruh positif dan signifikan terhadap revisit intention, dan brand image mampu memediasi secara parsial pengaruh experiential marketing dan eWOM terhadap revisit intention pada Cafe Green Kubu. Penelitian ini mempunyai implikasi teoritis, yaitu hasil penelitian ini mampu memperkuat beberapa penelitian sebelumnya, serta mempunyai implikasi praktis bagi para pelaku bisnis kuliner khususnya Cafe Green Kubu.

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