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ABSTRAK
Penelitian ini membahas mengenai experiental marketing dalam mewujudkan perceived performance untuk meningkatkan pembelian ulang pada konsumen The Body Shop di kota Bandung. Jumlah sampel pada penelitian ini sebanyak 147 orang, yaitu konsumen The Body Shop Indonesia yang ada di kota Bandung. Metode yang digunakan untuk mengolah dan menganalisis data pada penelitian ini adalah analisis deskriptif dan structural equation modeling sebagai alat bantu dalam pengambilan kesimpulan.
Dari penelitian yang dilakukan, didapatkan hasil penelitian bahwa experiental marketing yang dilakukan The Body Shop melalui perceived performance secara parsialberpengaruh terhadap pembelian ulang konsumen The Body Shop di kota Bandung. Namun belum secara total membidik faktor emosional konsumen The Body Shop di kota Bandung dan penelitian menunjukkan banyak konsumen yang belum berkeinginan untuk membeli produk The Body Shop yang lain.
Kata kunci : Experiental Marketing, Perceived performance, Pembelian Ulang.
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ABSTRACT
This study discusses experiential marketing in realizing perceived
performance to increase customer repeat buying at The Body Shop customers in
the city of Bandung. The number of samples in this study were 147 people, which
are consumers The Body Shop Indonesia in Bandung. Methods used to process
and analyze the data in this study is a descriptive analysis and structural equation
modeling as a tool in making conclusions.
From the research conducted, the study showed that experiential
marketing is conducted through The Body Shop perceived performance partially
influence on customer repeat buying of The Body Shop in the city of Bandung. But
not totally targeting the customer emotional factors The Body Shop in Bandung
and showed a lot of customer are not willing to buy the other products of The
Body Shop.
