Open AccessNiat beli ulang mahasiswa terhadap kopi berkonsep coffee-to-go shop
Author(s) -
Nur Afifah Fibriyanti,
La Diadhan Hukama
Publication year - 2021
Publication title -
jurnal manajemen maranatha/jurnal manajemen maranatha
Language(s) - English
Resource type - Journals
eISSN - 2579-4094
pISSN - 1411-9293
DOI - 10.28932/jmm.v20i2.3574
Subject(s) - coffee shop , nonprobability sampling , marketing , advertising , business , dimension (graph theory) , experiential learning , competition (biology) , psychology , sociology , mathematics , pedagogy , ecology , population , demography , pure mathematics , biology
The competition for coffee shops in Indonesia is getting tighter, especially the coffee shop business with the coffee-to-go shop (take away) concept. The to-go coffee shop is a coffee shop that provides coffee drinks that are sold in packs that are ready to take (take away) so that they can be enjoyed in other places due to limited space. This study aims to analyze the effect of experiential marketing on repurchase intentions. The questionnaire in the study was distributed to 100 respondents with purposive sampling technique as a data collection technique. The findings in this study are that only the relate variable has a positive and significant effect on repurchase intention. Three other variables such as sensory, feel, and think have a positive but insignificant effect. While the act variable has a negative and insignificant effect. Thus, only a part of the experiential marketing dimension has an effect on the intention to repurchase students of the Faculty of Economics and Business, YARSI University.