THE EFFECT OF BRAND REPUTATION AND EXPERIENTIAL MARKETING ON REPURCHASE INTENTION (Case Study of Indomaret Pakutandang Ciparay, Indonesia)
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
Solid State Technology Volume: 63 Issue: 4
Abstract
The growth of retail business in Indonesia show various results. Compared to another type of
modern market such as supermarket and hypermarket, the number of minimarkets in Indonesia
grow rapidly. Recently, Indonesia hold the biggest number of minimarket in South East Asian
Region. The present study focuses in investigating the customer repurchase intention of
Indomaret Pakutandang branch since it experienced decreasing transaction per day and average
sales per customer lately. Besides that, there was decreasing sales per day for four consecutive
years (2016 to 2019) with average 7.05% yearly. This study tries to find the answer through two
independent variables namely experiential marketing and brand reputation. This study collected
data from 149 respondents to be analyzed. By using multiple regression, this study demonstrates
that both independent variables are significantly influence repurchase intention. Furthermore, it
is found that brand reputation influence repurchase intention stronger than experiential
marketing does. Some suggestions are discussed and recommended.
Description
Keywords
Brand Reputation, Experiential Marketing, Repurchase Intention, Minimarkets, Indonesia