Pengeruh Experiential Marketing, Customer Experience, dan Ekuitas Merek Terhadap Minat Beli Ulang Produk MS Glow DiKota Padang (Studi Kasus Masyarakat Kota Padang)
DOI:
https://doi.org/10.47233/jebs.v3i3.1121Abstract
Penelitian ini bertujuan untuk menguji pengaruh experiential marketing, customer experience, dan ekuitas merek terhadap minat beli ulang produk MS Glow (studi kasus masyarakat dikota Padag). Sampel dalmam penelitian ini terdiri dari 90 orang dengan teknik pengambilan sampel purposive sampling. Metode analisis data dalam penelitian ini menggunakan program Smart PLS. dari hasil penelitian menunjukkan experiential marketing berpengaruh positif terhadap minat beli ulang, sedangkan customer experience berpengaruh negetif terhadap minat beli ulang dan ekuitas merek berpengaruh negatif terhadap minat beli ulang.
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