The Effect of Experiential Marketing and Brand Trust on Repurchase Interest: Study on Sociolla Consumers in Medan
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Desy Margaretta Batubara*
Ainun Mardhiyah
Onan Marakali Siregar
This study examines the rapidly growing Indonesian beauty industry where experiential marketing and brand trust have become key factors in maintaining customer loyalty. Sociolla, one of Indonesia's largest beauty retail platforms, strives to enhance consumer repurchase intention by offering attractive shopping experiences and building product trust. The study's objective is to investigate how experiential marketing and brand trust impact the repurchase intention of Sociolla consumers in Medan City. Both variables' effects are examined individually and collectively on repurchase intention. A quantitative survey method was employed, collecting data through questionnaires distributed to 100 respondents who had shopped at Sociolla's physical stores in Medan. Multiple linear regression analysis was employed to assess the impact of each individual variable on the outcome variable. The findings suggest that experiential marketing plays a major role in influencing repeat purchase intention. The t-value of 4.166 surpasses the t-table, indicating statistical significance at a level lower than 0.05. This indicates that positive shopping experiences, including attractive store atmosphere, good service, and pleasant product interactions, encourage repeat purchases. Brand trust also demonstrates significant positive influence on repurchase intention, with a t-value of 13.784 exceeding 1.985 and significance of 0.000. Simultaneous testing (F-test) reveals that experiential marketing and brand trust together significantly influence repurchase intention, with F-value far exceeding F-table. The Adjusted R Square value of 0.723 indicates that 72.3% of repurchase intention variance is explained by these variables, while 27.7% is influenced by other factors beyond this study.
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