Pengaruh Eksperiental Marketing terhadap Minat Beli Ulang: Studi Kasus pada Warung Kopi Tropical Space di Kecamatan Limboto
DOI:
https://doi.org/10.47747/snfmi.v2i1.2353Abstract
This study aims to determine how much Experiential Marketing influences Repurchase Interest (tropical space survey customers). The sampling technique used in this study uses probability sampling methods; the number of samples taken in the study uses the Chocran formula, which is 96 respondents rounded up to 100 respondents. The data collection technique in this study uses a questionnaire with a population of students at Gorontalo State University, Gorontalo University, and the Limboto District Community. The analytical test tool used in testing this study is simple linear regression. The data analysis method uses the SPSS 26 application. The results of the study showed that Experiential Marketing significantly influences Repurchase Interest of 0.060, indicating that every one-unit increase in the Experiential Marketing variable will increase Repurchase Interest. Although Experiential Marketing has a significant influence, the coefficient of determination (R2) of 0.102 indicates that only 10.2% of the variation in Repurchase Interest can be explained by Experiential Marketing. This means that 89.8% of the variation in Repurchase Interest is explained by other factors not included in this study. The robust methodology used in this study ensures the credibility of the findings.
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