INCREASING REPURCHASE INTENTION THROUGH EXPERIENTIAL MARKETING AND CUSTOMER SATISFACTION

Abstract

Experiential marketing as a marketing planning tool is related to tactical and operational level actions where the main question is how to do experiential marketing (campaigns). Experiential marketing allows customers to differentiate products and services by touch, taste, smell, sound, and sight, because customers experience the experience firsthand. Customer satisfaction will appear after the customer uses the product or service and every customer hopes that the product or service used is in accordance with expectations. Customer satisfaction is a customer's assessment of a product or service received compared to what is expected. Consumer experience will affect consumer satisfaction which in turn will lead to repurchase intentions for a product or service. This article is expected to add insight, and become a reference for now and in the future, especially in the field of marketing management regarding experiential marketing, customer satisfaction, and repurchase intention. It is hoped that this paper can increase knowledge in management practice, and experience in analyzing problems in the marketing field as well as expand knowledge about the effect of experiential marketing and customer satisfaction on repurchase intention.