Pengaruh Experiential Marketing dan Social Media Marketing terhadap Repurchase Intention di Mediasi Brand Trust pada Instagram Samsung Indonesia di Surabaya

Roy Jones Wijaya; Lena Ellitan; Maria Mia Kristanti

doi:10.34149/jmbr.v20i3.603

Pengaruh Experiential Marketing dan Social Media Marketing terhadap Repurchase Intention di Mediasi Brand Trust pada Instagram Samsung Indonesia di Surabaya

Roy Wijaya - Fakultas Bisnis, Program Studi Manajemen, Universitas Katolik Widya Mandala Surabaya
Lena Ellitan - Fakultas Bisnis, Program Studi Manajemen, Universitas Katolik Widya Mandala Surabaya
Maria Kristanti - Fakultas Bisnis, Program Studi Manajemen, Universitas Katolik Widya Mandala Surabaya , & Fakultas Bisnis, Program Studi Manajemen, Universitas Katolik Widya Mandala Surabaya , &

Abstract

Customers need a unique, unforgettable experience when deciding to repurchase. If this experience is not valuable enough to remember, repurchase interest will not occur. The study focuses on the variables experiential marketing, social media marketing, and brand trust, which impact Samsung's repurchase intention. The SEM-PLS influence test was analyzed using 220 questionnaires using simple random sampling data from respondents. The significance of the test output shows a direct contribution from experiential marketing-brand trust of 0.3993; social media marketing-brand trust of 0.504; brand trust-repurchase intention of 0.273; and mediation of experiential marketing-brand trust-repurchase intention of 0.435; social media marketing-brand trust-repurchase intention 0.270. Customer experience will only be able to trigger repeat purchases if the brand is trusted, and customer trust is crucial when accessing information via social media.

Keywords

Experiential Marketing; Repurchase Intention

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