The Effect of Experiential Marketing, Price Perception and Customer Satisfaction on Repurchase Intention in Somethinc Product Customers
DOI:
https://doi.org/10.29407/kilisuci.v3i.5877Keywords:
Experiential marketing, Price perception, Customer satisfaction, Repurchase intentionAbstract
Research aim: The purpose of this study was to partially and simultaneously examine the effect of experiential marketing variables, price perceptions, and customer satisfaction on repurchase intentions for Somethinc products.
Design/Method/Approach: This research utilizes a quantitative research methodology that focuses on establishing causal relationships. Primarydata was collected from 96 customers who use Somethinc products through a questionnaire (Google Form) given to respondents using a Likert scale, while secondary data was collected from various sources related to the object of research. The data was then processed using SPSS version 22 software.
Research Finding: The results of this study empirically confirm that the three independent variables, namely experiential marketing, price perception, and customer satisfaction, together make a significant contribution to increasing consumer intention to repurchase Somethinc products.
Theoretical contribution/Originality: This research can contribute to the understanding of the consumer decision-making process, especially in the context of purchasing personalized products such as beauty products.
Practitionel/Policy implication: By implementing the practical and policy implications described above, Somethinc company can increase customer repurchase intention, strengthen brand position in the market, and achieve sustainable business growth.
Research limitation: This study analyzes the relationship between experiential marketing, perceived price, and customer satisfaction as determinants of repurchase intentions in generation Z customers of Somethinc products.
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