THE EFFECT OF BRAND REPUTATION AND EXPERIENTIAL MARKETING ON REPURCHASE INTENTION (CASE STUDY OF INDOMARET PAKUTANDANG CIPARAY, INDONESIA)

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dc.contributor.authorHerlina
dc.contributor.authorAziz, Firman Kasyfil
dc.contributor.authorRohadi, Imam
dc.contributor.authorSari, Ismi Permata
dc.contributor.authorNilasari, Irma
dc.date.accessioned2023-01-17T07:40:11Z
dc.date.available2023-01-17T07:40:11Z
dc.date.issued2020
dc.description.abstractThe 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.en_US
dc.identifier.urihttp://repository.widyatama.ac.id/xmlui/handle/123456789/15658
dc.publisherSolid State Technologyen_US
dc.subjectbrand reputationen_US
dc.subjectexperiential marketingen_US
dc.subjectrepurchase intentionen_US
dc.subjectminimarketsen_US
dc.subjectIndonesiaen_US
dc.titleTHE EFFECT OF BRAND REPUTATION AND EXPERIENTIAL MARKETING ON REPURCHASE INTENTION (CASE STUDY OF INDOMARET PAKUTANDANG CIPARAY, INDONESIA)en_US
dc.typeArticleen_US
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