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Abstract:
Background –The emergence
of the frozen food business has created fierce commercial competition. This is
both a threat and a motivator for players in the refrigeration industry to
remain competitive and retain the products they manufacture. To ensure
competitiveness and viability, businesses need to understand consumer
characteristics and how they influence purchasing decisions for customer
satisfaction and loyalty. Customer buybacks are very important for businesses
that want to maintain their business and grow their business in the form of
long-term profits. Retaining existing customers is usually more profitable than
acquiring new customers, so you can increase sales with existing customers.
Objective–To analyze
the predicted impact of Experiential Marketing on the repurchase of frozen food
products through customer satisfaction as a mediating variable. Because
experiential marketing is a marketing concept that provides information and
opportunities for customers to gain experience for the benefits gained,
generate emotions and feelings that have an impact on marketing.
Design/methodology/approach – Based on
the objectives to be achieved, this research is an explorative research because
the aim is to find and predict the impact of Experiential marketing on
Repurchase through consumer satisfaction as a mediating variable. This research
is the development of problem solving (Malhotra, 2012) which aims to determine
the predicted impact in the re-purchase decision.
Findings –The results
of this study indicate that the predicted impact of Experiential Marketing
which consists of 5 dimensions, namely Sense, Feel Think, Act, Relate, has an
indirect effect on Repurchase through Customer Satisfaction as a mediating
variable. This Experiential Marketing approach is considered very effective
because in line with the latest developments, marketers place more emphasis on
product differentiation to differentiate their products from competitors'
products.
Research
implication – This research shows success in the results of this study and can
also prove that customer satisfaction as a mediation can prove the hypothesis
tested, meaning that the influence of Experiential Marketing which consists of
5 dimensions, namely Sense, Feel, Think, Act, Relate can be mediated by
Consumer Satisfaction on Repurchase, based on the results of this analysis, it
is recommended that companies provide opportunities for consumers to freely
provide criticism and suggestions that can build the company's image and play a
role in improving company performance.
Limitations of
Research –The results
of this study can be used as comparison materials and references for research,
and as consideration for further deepening further research by using additional
variables such as: brand image, promotion, product quality, service quality in
influencing customer satisfaction, to customer loyalty whose final results can
be used. increase the repurchase of a product/service.
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