The Effect of Brand Image and Promotion on Repurchase Intention Through Experiential Marketing as a Mediating Variable (Case Study of Jakarta Starbucks Coffee Consumers)


Authors : Epsi Trismelia; Janfry Sihite

Volume/Issue : Volume 6 - 2021, Issue 10 - October

Google Scholar : http://bitly.ws/gu88

Scribd : https://bit.ly/3jOO2ch

The purpose of this study is to look into the elements that influence Starbucks Coffee repurchase intention. Brand Image and Promotion are the independent variables in this study, which were derived from numerous previous research literatures and presurvey data. This study use SEM data analysis tools in conjunction with PLS data processing. The participants in this study are Starbucks coffee drinkers in Jakarta. The population in this study is Starbucks Coffee Consumers in Jakarta with a total sample of 135 obtained using the Hair formula. Primary data was obtained by distributing questionnaires via google form to respondents who had purchased Starbucks Coffee products at least twice. The results showed that the Brand Image and Promotion variables had a significant and positive effect on the Repurchase Intention variable. While the mediation variable / Experiential Marketing has an influence and plays a full role so that it can be called partial mediation and indirect path in this study. Further investigation into the academic proposals in this study is intended to enhance the research model by looking into other factors that drive Starbucks Coffee customers to make repeat purchases.

Keywords : Brand Image, Promotion, Repurchase Intention, and Experiential Marketing

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Paper Submission Last Date
31 - May - 2022

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