ANALISIS PENGARUH EXPERIENTIAL MARKETING, KUALITAS PELAYANAN DAN LOKASI TERHADAP REPEAT PURCHASE DI HOTEL COMO UMA UBUD, BALI.
Keywords:
repeat purchase, experiential marketing, service quality, locationAbstract
Repeat purchase refers to a condition in which consumers make purchases more than once or repeatedly. Repeat purchase is one of the things that companies must pay attention to. With consumers making a repeat purchase, it will automatically affect the company’s revenue which in turn will help the company to develop and remain in the midst of existing competition. This study aims to determine how the effect of experiential marketing, service quality, and location on repeat purchases at COMO Uma Ubud, Bali.
The population of this research is the consumers at COMO Uma Ubud, Bali. The sample in this study amounted to 105 respondents who were determined based on the purposive sampling method. The data analysis technique used in this study is multiple linear regression analysis.
The results of this study indicate that experiential marketing, service quality, and location have a positive and significant effect on repeat purchases at COMO Uma Ubud, Bali. This research still needs to develop further related research variables. It is hoped that the next research will be able to develop and test the influence of other variables that affect repeat purchases such as customer satisfaction, price and company image.
References
Adriany, V. (2018). Pengaruh Ekuitas Merek, Kualitas Pelayanandan Bauran Promositerhadap Keputusan Pembelian Ulang Jasa GO-JEK melalui Kepuasan Pelanggan (Studi Kasus Pada Karyawan Berkantor Di Wilayah Jl. TB Simatupang. Commerce Jurnal Ilmiah, 6(1), 63-82.
Andini, D. A. (2020). Pengaruh Service Quality, Harga dan Lokasi Terhadap Keputusan pembelian Ulang (studi kasus pada konsumen Shop & Drive Alam Sutera, Tanggerang) (Doctoral dissertation, Universitas Bakrie).
Cahyaningrum, N. (2018). Pengaruh InovasiI Produk, Hargadan Lokasiterhadap Keputusan Pembelian Ulang (Studi Pada Pentol Gila di Menganti) (Doctoral dissertation, UNIVERSITAS 17 AGUSTUS 1945).
Cendriono, N., & Ardiana, T. E. A. E. (2018). Pengaruh Kualitas Pelayanan Terhadap Pembelian Ulang Dawet Jabung yang Dilihat dari Kepuasan Pelanggan sebagai Variabel Mediasi. Jurnal Akuntansi dan Pajak, 18(2), 188-195.
Kotler, Philip & Keller, Kevin Lane.2008. Manajemen Pemasaran. Edisi 12 Jilid 12. Alih Bahasa Benyamin Molan. Jakarta: Erlangga
Kotler, P. 2012. Marketing Management/Philip Kotler, Kevin Lane Keller, Pearson Education International.
Murdani, N. K., Ardani, N. W., & Prayoga, K. P. (2020). Analisis Pengaruh Kualitas Pelayanan Yang Dimediasi Oleh Perceived Value Terhadap Keputusan Pembelian Ulang Pengguna Kartu Perdana Telkomsel. Jurnal Ilmiah Satyagraha, 3(1), 97-105.
Nasruddin, N., Prioyono, A. A., & Rahman, F. (2020). Pengaruh Faktor Lokasi, Kelengkapan Produk, Harga Dan Promosi Terhadap Pembelian Ulang Konsumen (Studi Kasus Pada Konsumen Tiara Toserba Desa Banjarwati Kecamatan Paciran Kabupaten Lamongan). Jurnal Ilmiah Riset Manajemen, 9(10).
Purnama, R. (2020). Experiential Marketing TerhadapCustomer Valuedan Citra Serta Pembelian Ulang. Jurnal Riset Bisnis dan Manajemen, 13(1).
Schiffman, Leon G., & Kanuk, Leslie Lazar,(2018), Consumer Behavior Edisi ke-7 Cetakan 5, New Jersey: Prentice-Hall.
Ternate, H. T., & Ralahallo, F. N. (2020). Analisa Pengaruh Kualitas Pelayanan Terhadap Pembelian Ulang Konsumen. Jurnal Pendidikan Tambusai, 4(1), 581-597.
Tjiptono, Fandy. (2015). Strategi Pemasaran. Edisi 4. Yogyakarta: Andi
Zaenuri, M., & Sutanto, A. (2020). Analisis Pengaruh Customer Experienceterhadap Pembelian Ulang (Studi Kasus pada Konsumen Restoran Gudeg Yu Djum Jln. Kaliurang Km. 5 Koncoran Gg. Sri Katon 2 Yogyakarta). Jurnal Fokus Manajemen Bisnis, 5(1), 84-95.
