SENSE AND THINK MARKETING IMPLICATIONS
DOI:
https://doi.org/10.31933/dijdbm.v1i6.566Keywords:
Consumer Satisfaction, Repurchase Intention, Sense Marketing, Think MarketingAbstract
This research is designed to find out and analyze the implications of sense and think marketing for customer satisfaction and their repurchase intention. The object is a vivo smartphone and respodents are the adult population in Medan who have made a repeat purchase. The analysis technique uses structural equation models. The results showed that marketing sense had a significant effect both on customer satisfaction and repurchase intentions; Think marketing has unsignificant effect on both satisfaction and repurchase intentions; Consumer satisfaction has a significant effect on repurchase intentions; Sense and think marketing simultaneously influence customer satisfaction; Sense marketing, think marketing, and satisfaction simultaneously effect on repurchase intentions for vivo smartphones in Medan.
References
Alkilani, K., Ling, K. C., & Abzakh, A. A. (2012). The influence of experiential marketing and customer satisfaction on customer commitment . Asian Social Science, 9(1), 262–
270. https://doi.org/10.5539/ass.v9n1p262
Amelia, W. R. (2017). Pengaruh Experiental Marketing Terhadap Minat Beli Ulang Pelanggan Pada Rumah Makan Beringin Indah Pematang Siantar. 4(1), 50–60. https://doi.org/10.1037/a0015270.Timeline
Bollen Kenneth A. (1989). Structural Equations with Latent Variables. John Wiley & Sons, Inc. https://doi.org/DOI:10.1002/9781118619179
Dian, F. R. Y. S. R. (2018). Analisis Pengaruh Experiential Marketing Terhadap Loyalitas Melalui Kepuasan Nasabah Sebagai Variabel Intervening (Studi Pada PT BRI Syariah Cabang Malang). Seminar Nasional Dan Call for Paper: Manajemen, Akuntansi Dan Perbankkan 2018 | 74, 74–90.
Ferdinand Augusty. (2000). Structural equation modeling dalam penelitian manajemen aplikasi model-model rumit dalam penelitian untuk tesis S-2 & disertasi S-3. Badan Penerbit Universitas Diponegoro. https://onesearch.id/Record/IOS1.INLIS000000000285683
Firmawan Adixio, R., & Saleh, L. (2013). Pengaruh Kualitas Layanan Dan Nilai Yang Dirasakan Terhadap Niat Pembelian Ulang Melalui Mediasi Kepuasan Pelanggan Journal of Business and Banking, 3(2), 151. https://doi.org/10.14414/jbb.v3i2.233
Fransisca Andreani. (2007). Experiential Marketing (Sebuah Pendekatan Pemasaran). Jurnal Manajemen Pemasaran, 2(1), 1–8. http://puslit2.petra.ac.id/ejournal/index.php/mar/article/view/17009
Griffin, J. (2005). Customer loyalty?: menumbuhkan dan mempertahankan kesetiaan pelanggan (Y. S. R. M. W. C. Kristiaji (ed.); Revised Ed). Erlangga. http://lib.ui.ac.id/detail.jsp?id=137221
Hair Joseph F. Jr, William C. Black, Barry J Babin, R. E. A. (2006). Mutivariate Data Analysis (New Jersey). Pearson Prentice Hall. https://www.researchgate.net/publication/234021554_Mutivariate_Data_Analysis
Hair Joseph F. Jr, William C. Black, Barry J Babin, R. E. A. (2009). Multivariate Data Analysis (7 edition). Pearson. https://www.amazon.com/Multivariate-Data-Analysis- Joseph-Hair/dp/0138132631
Hendarsono, G., & Sugiharto, S. (2013). Analisis Pengaruh Experiental Marketing terhadap Minat Membeli kembali Konsumen. Jurnal Manajemen Pemasaran, 1(2), 1–8.
http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/524/458 Indrawati, & Fatharani, U. S. (2016). the Effect of Experiential Marketing Towards
Customer. Asia Pacific Journal of Advanced Business and Social Studies, 2(2), 232–
241. https://apiar.org.au/wp-content/uploads/2016/04/ICABSS_BRR771_BIZ-227- 236.pdf
Jessica, H. T. P. B. B. J. D. T. F. (2005). Delighted Consumers Buy Again. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 18. https://jcsdcb.com/index.php/JCSDCB/article/view/57
Jöreskog Wallentin, K. G. U. H. O. Y. (2016). Multivariate Analysis with LISREL. Springer, Cham. https://doi.org/https://doi.org/10.1007/978-3-319-33153-9
Juniwati, J. (2015). Pengaruh Perceived Ease of Use, Nikmat dan Kepercayaan Terhadap Repurchase Intention dengan Customer Satisfaction Sebagai Intervening pada Belanja Online. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 4(1), 140. https://doi.org/10.26418/jebik.v4i1.11465
Kertajaya; Hermawan. (2004). Hermawan Kartajaya on Positioning. Mizan Pustaka. https://books.google.co.id/books/about/Hermawan_Kartajaya_on_Positioning.html?h l=id&id=QcO-YCB6vk0C&redir_esc=y
Kotler Philip?; Keller Lane Kevin. (2012). Marketing management (14th editi). Prentice Hall. https://www.worldcat.org/title/marketing-management/oclc/678924608
Lamongi, J., Loindong, S. S. R., Sam, U., & Manado, R. (2018). Pengaruh Experiential Marketing Terhadap intensi membeli kembali Konsumen Di J.Co Donuts Dan Coffee Manado Town Square. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4), 3038–3047. https://doi.org/10.35794/emba.v6i4.21217
Maghnati, F., Ling, K. C., & Nasermoadeli, A. (2012). Exploring Relationships between Experiential Marketing and Experiential Value. International Business Research, 5(11), 169–177. https://doi.org/10.5539/ibr.v5n11p169
Mohamed , Ramlah Hussein , Nurul Hidayah Ahmad Zamzuri , Hanif Haghshenas , Ramlah Hussein , Nurul Hidayah Ahmad Zamzuri, H. H. (2014). Insights into individual’s online shopping continuance intention. Industrial Management & Data Systems, 114(9). https://www.emerald.com/insight/content/doi/10.1108/IMDS-07- 2014-0201/full/html
Nurhayati Wahyu Wijaya Murti. (2012). Analisis Faktor yang mempengaruhi Minat Beli Ulang Masyarakat Terhadap Produk handphone. Value Added, 8(2). https://doi.org/10.1017/CBO9781107415324.004
Ong Yinyin Widyanata, D. S. (2017). Analisis Pengaruh Experiential Marketing Terhadap Minat Beli Ulang Konsumen. Jurnal Hospitality Dan Manajemen Jasa, 5(1), 1689– 1699. https://doi.org/10.1017/CBO9781107415324.004
Palupi Nurul Dilah. (2018). The impact of sensory marketing on customer satisfaction and repurchase intention (Study case in Grand Kartika Hotel Restaurant in Pontianak). Jurnal Manajemen Update, 7(2). http://jurnal.untan.ac.id/index.php/ejmfe/article/view/28609
Putri, K. C., Furkan, L. M., Ekonomi, F., Bisnis, D., & Mataram, U. (2020). Elastisitas – Jurnal Ekonomi Pembangunan Pengaruh Experiential Marketing Terhadap Minat Berkunjung Ulang Kon- sumen Mcdonald ’ s Sriwijaya Elastisitas – Jurnal Ekonomi Pembangunan. Elastisitas, 2(1), 100–123. https://elastisitas.unram.ac.id/index.php/elastisitas/article/view/24/33
Schmitt, B. H. (1999). Experiential Marketing: A New Framework for Design and Communications By Bernd Schmitt. Design Management Review, 10(2). https://doi.org/10.1111/drev.10298
Suandana, N., Rahyuda, K., & Yasa, N. (2016). Pengaruh Pengalaman Membeli Produk Fashion pada intensi Membeli Kembali Melalui Kepuasan Dan Kepercayaan Pelanggan. Matrik:Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 10(1), 85–97.
Tetanoe, V. R., & Dharmayati, D. (2014). Pengaruh Experiential Marketing Terhadap Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variable Intervening. Jurnal Manajemen Pemasaran, 2(1), 1–12.
Thamrin Abdullah, F. T. (2012). Manajemen pemasaran. PT Raja Grafindo Persada. https://scholar.google.co.id/citations?user=wxKxmd4AAAAJ&hl=id#d=gs_md_cita- d&u=%2Fcitations%3Fview_op%3Dview_citation%26hl%3Did%26user%3DwxKx md4AAAAJ%26citation_for_view%3DwxKxmd4AAAAJ%3A2osOgNQ5qMEC%2 6tzom%3D-420
Tjiptono, F. (2014). Pemasaran Jasa: Prinsip, Penerapan, dan Penelitian. Andi Offset. https://scholar.google.com.my/citations?user=fQLNcNUAAAAJ&hl=en#d=gs_md_c ita- d&u=%2Fcitations%3Fview_op%3Dview_citation%26hl%3Den%26user%3DfQLN cNUAAAAJ%26citation_for_view%3DfQLNcNUAAAAJ%3AufKn5pxu7C0C%26t zom%3D-420
Toko vivo di Sumatera Utara. (2020). Google. https://www.google.com/search?safe=strict&client=firefox-b- d&tbm=lcl&sxsrf=ALeKk03RZRrFL5uE63oJ1e60z1uRIw- v4g%3A1594914281420&ei=6XUQX4qvGZK88QOa5oiQCw&q=TOKO+VIVO+D I+SUMATERA+UTARA&oq=TOKO+VIVO+DI+SUMATERA+UTARA&gs_l=ps y-ab.12...21696.25001.0.29161.0.0.0
Williams Alicia. (2018). The Five Senses of Marketing: How to Utilize Sensory Marketing.
Aliste Marketing. https://alistemarketing.com/blog/5-senses-sensory-marketing/ Yanti Febrini, I., Widowati PA, R., & Anwar, M. (2019). Pengaruh Experiential Marketing
Terhadap Kepuasan Konsumen Dan Minat Beli Ulang Di Warung Kopi Klotok, Kaliurang, Yogyakarta. Jurnal Manajemen Bisnis, 10(1), 35–54. https://doi.org/10.18196/mb.10167
Yossie, Rossanty Rahima br Purba, Firman Ario, Muhammad Dharma Tuah Putra Nasution,*, I. S. (2019). Impact of Experiential Marketing on Customers Repurchase Intention in Gempita Cafe. Proceedings of The 2nd International Conference On Advance And Scientific Innovation, ICASI 2019, 18 July, Banda Aceh, Indonesia.
Yusuf, O. (2019, September 2). Mengamati Pergeseran Pasar Smartphone Indonesia di 2019. Kompas.Com.
https://tekno.kompas.com/read/2019/09/02/14010097/mengamati-pergeseran-pasar- smartphone-
Zahri, A., Wahab, Z., & Widiyanti, M. (2019). The Effect Of Experiential Marketing On Customer Satisfaction At CGV Cinema In Palembang. International Journal of Scientific and Research Publications (IJSRP), 9(12), p9675. https://doi.org/10.29322/ijsrp.9.12.2019.p9675
270. https://doi.org/10.5539/ass.v9n1p262
Amelia, W. R. (2017). Pengaruh Experiental Marketing Terhadap Minat Beli Ulang Pelanggan Pada Rumah Makan Beringin Indah Pematang Siantar. 4(1), 50–60. https://doi.org/10.1037/a0015270.Timeline
Bollen Kenneth A. (1989). Structural Equations with Latent Variables. John Wiley & Sons, Inc. https://doi.org/DOI:10.1002/9781118619179
Dian, F. R. Y. S. R. (2018). Analisis Pengaruh Experiential Marketing Terhadap Loyalitas Melalui Kepuasan Nasabah Sebagai Variabel Intervening (Studi Pada PT BRI Syariah Cabang Malang). Seminar Nasional Dan Call for Paper: Manajemen, Akuntansi Dan Perbankkan 2018 | 74, 74–90.
Ferdinand Augusty. (2000). Structural equation modeling dalam penelitian manajemen aplikasi model-model rumit dalam penelitian untuk tesis S-2 & disertasi S-3. Badan Penerbit Universitas Diponegoro. https://onesearch.id/Record/IOS1.INLIS000000000285683
Firmawan Adixio, R., & Saleh, L. (2013). Pengaruh Kualitas Layanan Dan Nilai Yang Dirasakan Terhadap Niat Pembelian Ulang Melalui Mediasi Kepuasan Pelanggan Journal of Business and Banking, 3(2), 151. https://doi.org/10.14414/jbb.v3i2.233
Fransisca Andreani. (2007). Experiential Marketing (Sebuah Pendekatan Pemasaran). Jurnal Manajemen Pemasaran, 2(1), 1–8. http://puslit2.petra.ac.id/ejournal/index.php/mar/article/view/17009
Griffin, J. (2005). Customer loyalty?: menumbuhkan dan mempertahankan kesetiaan pelanggan (Y. S. R. M. W. C. Kristiaji (ed.); Revised Ed). Erlangga. http://lib.ui.ac.id/detail.jsp?id=137221
Hair Joseph F. Jr, William C. Black, Barry J Babin, R. E. A. (2006). Mutivariate Data Analysis (New Jersey). Pearson Prentice Hall. https://www.researchgate.net/publication/234021554_Mutivariate_Data_Analysis
Hair Joseph F. Jr, William C. Black, Barry J Babin, R. E. A. (2009). Multivariate Data Analysis (7 edition). Pearson. https://www.amazon.com/Multivariate-Data-Analysis- Joseph-Hair/dp/0138132631
Hendarsono, G., & Sugiharto, S. (2013). Analisis Pengaruh Experiental Marketing terhadap Minat Membeli kembali Konsumen. Jurnal Manajemen Pemasaran, 1(2), 1–8.
http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/524/458 Indrawati, & Fatharani, U. S. (2016). the Effect of Experiential Marketing Towards
Customer. Asia Pacific Journal of Advanced Business and Social Studies, 2(2), 232–
241. https://apiar.org.au/wp-content/uploads/2016/04/ICABSS_BRR771_BIZ-227- 236.pdf
Jessica, H. T. P. B. B. J. D. T. F. (2005). Delighted Consumers Buy Again. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 18. https://jcsdcb.com/index.php/JCSDCB/article/view/57
Jöreskog Wallentin, K. G. U. H. O. Y. (2016). Multivariate Analysis with LISREL. Springer, Cham. https://doi.org/https://doi.org/10.1007/978-3-319-33153-9
Juniwati, J. (2015). Pengaruh Perceived Ease of Use, Nikmat dan Kepercayaan Terhadap Repurchase Intention dengan Customer Satisfaction Sebagai Intervening pada Belanja Online. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 4(1), 140. https://doi.org/10.26418/jebik.v4i1.11465
Kertajaya; Hermawan. (2004). Hermawan Kartajaya on Positioning. Mizan Pustaka. https://books.google.co.id/books/about/Hermawan_Kartajaya_on_Positioning.html?h l=id&id=QcO-YCB6vk0C&redir_esc=y
Kotler Philip?; Keller Lane Kevin. (2012). Marketing management (14th editi). Prentice Hall. https://www.worldcat.org/title/marketing-management/oclc/678924608
Lamongi, J., Loindong, S. S. R., Sam, U., & Manado, R. (2018). Pengaruh Experiential Marketing Terhadap intensi membeli kembali Konsumen Di J.Co Donuts Dan Coffee Manado Town Square. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4), 3038–3047. https://doi.org/10.35794/emba.v6i4.21217
Maghnati, F., Ling, K. C., & Nasermoadeli, A. (2012). Exploring Relationships between Experiential Marketing and Experiential Value. International Business Research, 5(11), 169–177. https://doi.org/10.5539/ibr.v5n11p169
Mohamed , Ramlah Hussein , Nurul Hidayah Ahmad Zamzuri , Hanif Haghshenas , Ramlah Hussein , Nurul Hidayah Ahmad Zamzuri, H. H. (2014). Insights into individual’s online shopping continuance intention. Industrial Management & Data Systems, 114(9). https://www.emerald.com/insight/content/doi/10.1108/IMDS-07- 2014-0201/full/html
Nurhayati Wahyu Wijaya Murti. (2012). Analisis Faktor yang mempengaruhi Minat Beli Ulang Masyarakat Terhadap Produk handphone. Value Added, 8(2). https://doi.org/10.1017/CBO9781107415324.004
Ong Yinyin Widyanata, D. S. (2017). Analisis Pengaruh Experiential Marketing Terhadap Minat Beli Ulang Konsumen. Jurnal Hospitality Dan Manajemen Jasa, 5(1), 1689– 1699. https://doi.org/10.1017/CBO9781107415324.004
Palupi Nurul Dilah. (2018). The impact of sensory marketing on customer satisfaction and repurchase intention (Study case in Grand Kartika Hotel Restaurant in Pontianak). Jurnal Manajemen Update, 7(2). http://jurnal.untan.ac.id/index.php/ejmfe/article/view/28609
Putri, K. C., Furkan, L. M., Ekonomi, F., Bisnis, D., & Mataram, U. (2020). Elastisitas – Jurnal Ekonomi Pembangunan Pengaruh Experiential Marketing Terhadap Minat Berkunjung Ulang Kon- sumen Mcdonald ’ s Sriwijaya Elastisitas – Jurnal Ekonomi Pembangunan. Elastisitas, 2(1), 100–123. https://elastisitas.unram.ac.id/index.php/elastisitas/article/view/24/33
Schmitt, B. H. (1999). Experiential Marketing: A New Framework for Design and Communications By Bernd Schmitt. Design Management Review, 10(2). https://doi.org/10.1111/drev.10298
Suandana, N., Rahyuda, K., & Yasa, N. (2016). Pengaruh Pengalaman Membeli Produk Fashion pada intensi Membeli Kembali Melalui Kepuasan Dan Kepercayaan Pelanggan. Matrik:Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 10(1), 85–97.
Tetanoe, V. R., & Dharmayati, D. (2014). Pengaruh Experiential Marketing Terhadap Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variable Intervening. Jurnal Manajemen Pemasaran, 2(1), 1–12.
Thamrin Abdullah, F. T. (2012). Manajemen pemasaran. PT Raja Grafindo Persada. https://scholar.google.co.id/citations?user=wxKxmd4AAAAJ&hl=id#d=gs_md_cita- d&u=%2Fcitations%3Fview_op%3Dview_citation%26hl%3Did%26user%3DwxKx md4AAAAJ%26citation_for_view%3DwxKxmd4AAAAJ%3A2osOgNQ5qMEC%2 6tzom%3D-420
Tjiptono, F. (2014). Pemasaran Jasa: Prinsip, Penerapan, dan Penelitian. Andi Offset. https://scholar.google.com.my/citations?user=fQLNcNUAAAAJ&hl=en#d=gs_md_c ita- d&u=%2Fcitations%3Fview_op%3Dview_citation%26hl%3Den%26user%3DfQLN cNUAAAAJ%26citation_for_view%3DfQLNcNUAAAAJ%3AufKn5pxu7C0C%26t zom%3D-420
Toko vivo di Sumatera Utara. (2020). Google. https://www.google.com/search?safe=strict&client=firefox-b- d&tbm=lcl&sxsrf=ALeKk03RZRrFL5uE63oJ1e60z1uRIw- v4g%3A1594914281420&ei=6XUQX4qvGZK88QOa5oiQCw&q=TOKO+VIVO+D I+SUMATERA+UTARA&oq=TOKO+VIVO+DI+SUMATERA+UTARA&gs_l=ps y-ab.12...21696.25001.0.29161.0.0.0
Williams Alicia. (2018). The Five Senses of Marketing: How to Utilize Sensory Marketing.
Aliste Marketing. https://alistemarketing.com/blog/5-senses-sensory-marketing/ Yanti Febrini, I., Widowati PA, R., & Anwar, M. (2019). Pengaruh Experiential Marketing
Terhadap Kepuasan Konsumen Dan Minat Beli Ulang Di Warung Kopi Klotok, Kaliurang, Yogyakarta. Jurnal Manajemen Bisnis, 10(1), 35–54. https://doi.org/10.18196/mb.10167
Yossie, Rossanty Rahima br Purba, Firman Ario, Muhammad Dharma Tuah Putra Nasution,*, I. S. (2019). Impact of Experiential Marketing on Customers Repurchase Intention in Gempita Cafe. Proceedings of The 2nd International Conference On Advance And Scientific Innovation, ICASI 2019, 18 July, Banda Aceh, Indonesia.
Yusuf, O. (2019, September 2). Mengamati Pergeseran Pasar Smartphone Indonesia di 2019. Kompas.Com.
https://tekno.kompas.com/read/2019/09/02/14010097/mengamati-pergeseran-pasar- smartphone-
Zahri, A., Wahab, Z., & Widiyanti, M. (2019). The Effect Of Experiential Marketing On Customer Satisfaction At CGV Cinema In Palembang. International Journal of Scientific and Research Publications (IJSRP), 9(12), p9675. https://doi.org/10.29322/ijsrp.9.12.2019.p9675
Downloads
Published
2020-10-24
Issue
Section
Articles
License
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Digital Business Management (DIJDBM) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Digital Business Management (DIJDBM).
