PENGARUH SENSORY MARKETING TERHADAP REPURCHASE INTENTION MELALUI BRAND EXPERIENCE SEBAGAI VARIABEL INTERVENING (STUDI PADA KKV INDONESIA)

Lusiana, Lingga and Kristi, Avenita Regina and Permana, Rachman Indera (2025) PENGARUH SENSORY MARKETING TERHADAP REPURCHASE INTENTION MELALUI BRAND EXPERIENCE SEBAGAI VARIABEL INTERVENING (STUDI PADA KKV INDONESIA). Arastirma, 5 (1). pp. 256-270. ISSN 2775-9695

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Abstract

Purpose. The aim of this study is to investigate the impact of sensory marketing on repurchase intentions through brand experience, serving as an intervening variable, for the KKV Indonesia brand.

Methods. Employing quantitative methods, this study collects primary data via questionnaires administered to respondents, who are consumers that have previously purchased KKV Indonesia products. Data analysis is conducted using
Structural Equation Modeling - Partial Least Squares (SEM-PLS).

Findings. The findings of this study is that there is an influence between sensory marketing, brand experience, and repurchase intention

Implication. The practical implications derived from this research endeavor will aid companies in devising more efficacious marketing strategies aimed at bolstering consumer loyalty and enhancing brand success

Item Type:	Article
Uncontrolled Keywords:	sensory marketing, brand experience, repurchase intention, KKV Indonesia
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HZ Business Administration
Divisions:	Business Administration
Depositing User:	Mrs Duanita Riyannestiti
Date Deposited:	30 May 2025 05:15
Last Modified:	30 May 2025 05:15
URI:	http://repository.nscpolteksby.ac.id/id/eprint/702

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