THE IMPACTS OF EXPERIENTIAL MARKETING AND PRODUCT FEATURES ON CUSTOMER SATISFACTION AND REPURCHASE INTENTION: A CASE STUDY OF IKEA FINAL PROJECT

• Main Author: Naima (19014136), Fairuza
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27086
• Institution: Institut Teknologi Bandung

Experiential marketing is an approach that encourages customer’s involvement in the process. <br /> <br /> It creates positive, memorable experiences that build a closer bond between customer and the <br /> <br /> brand. IKEA is a company that implements experiential strategy in their marketing approach <br /> <br /> that is known as IKEA shopping experience. However, besides the shopping experience, there <br /> <br /> are the product features that also determine the satisfaction and intention to repurchase. This <br /> <br /> study aims to explore the impact of experiential marketing compared to product features on <br /> <br /> customer satisfaction that will lead to the intention of repeat purchasing. <br /> <br /> Primary data were collected using online questionnaire with sample size of 141 respondents. <br /> <br /> The findings on this study confirm that experiential marketing has a positive and significant <br /> <br /> relationship with customer satisfaction and repurchase intention, product features has a <br /> <br /> positive and significant relationship with customer satisfaction, and customer satisfaction has <br /> <br /> a positive and significant relationship with repurchase intention. Furthermore, a mediation <br /> <br /> analysis was performed in this study to test the mediating effect of customer satisfaction on <br /> <br /> the relationship between product features and repurchase intention. However, the result shows <br /> <br /> that there is no mediating effect occurs. <br /> <br /> This study provides several recommendations in the marketing strategy of IKEA Alam <br /> <br /> Sutera: the price adjustments and experiential approach outside the store. On the other hand, a <br /> <br /> recommendation for future research is provided as well, regarding the discriminant validity <br /> <br /> establishment that needs dissimilarities between sets of indicators.