EXPERIENTIAL MARKETING SEBAGAI VARIABEL PREDICTOR MINAT BELI ULANG DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING

This study aims to analyze the effect of experiential marketing on consumer satisfaction and repurchase intention of Indonesian iced tea. It is an element of marketing for repurchase that obtains customer satisfaction through experiential marketing elements, namely feel, feel, think, act, and relate. This study uses data obtained directly through distributed questionnaires. The type of research used in this study is a non-probability method with a quantitative approach. The object of this research is Indonesian iced tea consumers. The sampling technique is purposive sampling. By using SPSS and getting a sample of 80 respondents. The method used to collect data was by distributing questionnaires to respondents who had purchased Indonesian iced tea products. The data analysis technique used is the results of validity tests, reliability tests, multiple linear regression tests and T-tests. The results show that the direct effect of experiential marketing on consumer satisfaction directly is 0.759 while the indirect effect of experiential marketing through customer satisfaction on repurchase intention is the multiplication of the beta of experiential marketing on consumer satisfaction and the beta value of repurchase intention, namely: 0.329 x 0.550 = 0.18095