PENGARUH EXPERIENTIAL MARKETING DAN VARIASI PRODUK TERHADAPMINAT BELI ULANG PADA OUTLET STREET BOBA CABANG RAWAMANGUN
DOI:
https://doi.org/10.31334/jambis.v2i4.2525Keywords:
Experiential marketing, product variation, repurchase interestAbstract
The purpose of this study was to determine the effect of experiential marketing and product variations on repurchase interest at the Street Boba outlet of Rawamangun branch. This study used a quantitative approach with data collection techniques in the form of questionnaire distribution. The research sample consisted of 120 respondents who were selected using the nonprobability sampling method. The data collected were analyzed using multiple linear regression analysis with the help of statistical applications IBM SPSS 25. The results showed that experiential marketing and product variations simultaneously have a significant effect on consumer repurchase interest. The value of R square indicates that the experiential marketing and product variation variables have a 72% influence on the consumer repurchase interest variable, with the remaining 28% being the influence of other variables outside this study.References
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