PENGARUH KUALITAS LAYANAN, PROMOSI DAN EXPERIENTIAL MARKETING TERHADAP REPURCHASE INTENTION DI OENA EATERY

Penulis

  • Kristian Agung Nugraha Universitas Ciputra Surabaya, Indonesia

DOI:

https://doi.org/10.29040/jie.v9i2.16482

Abstrak

The hospitality industry is becoming more and more competitive, which forces hotel restaurants to give its customers experiences that are not only pleasurable but also unforgettable. Through emotional and sensory engagement, restaurants may cultivate patron loyalty by putting experience-based marketing methods into practice. To keep guests coming back, Oena Eatery, a restaurant inside the Grand Orchardz Hotel Jakarta, uses immersive marketing, high-quality service, and promotional activities. To find out how these elements affect consumers' decisions to make additional purchases, an evaluation is required. The purpose of this study is to investigate how Oena Eatery customers' intentions to repurchase are impacted by experiential marketing, service quality, and promotional activities. A quantitative research design was used, and 180 Jakartan residents who had at least one visit to Oena Eatery were given questionnaires to complete in order to collect data. The link between the independent and dependent variables was evaluated using multiple linear regression analysis. The findings show that repurchase intention is greatly influenced by experiential marketing, especially when it comes to the restaurant's atmosphere and satisfying dining experiences. Customer loyalty is also strengthened by high-quality service, particularly in terms of dependability and friendliness. Additionally, marketing campaigns like sales and themed gatherings help to promote return visits. According to the study's findings, repurchase intention is significantly impacted by experience marketing, service quality, and promotional activities taken together. Therefore, to increase Oena Eatery's competitiveness, constant experience-based marketing strategies, improved service quality, and creative promotional activities are essential.

Biografi Penulis

Kristian Agung Nugraha, Universitas Ciputra Surabaya

Dosen Program Studi Bisnis Kuliner
Sekolah Pariwisata
Universitas Ciputra Surabaya

Referensi

Akbar, N.F. dan Nurcholis, L. (2020). Pengaruh Lokasi, Harga Dan Kualitasproduk Terhadap Keputusan Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Intervening Studi kasus pada Furniture di Rangga Jaya Mebel Jepara. Prosiding Konferensi Ilmiah Mahasiswa UNISSULA (KIMU) 3.

Alma, B. (2020). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Penerbit Alfabeta.

Anggraeni, R., Layaman, dan Djuwita, D. (2019). Analisis Pemanfaatan Social Media Marketing Terhadap Customer Loyalty Yang Menggunakan Brand Trust Sebagai Variabel Mediasi. Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT. Vol. 4. No. 3, pp. 445-455.

Anggraini, N.P.N., Jodi, I.W.G.A., & Putra, D.P. (2020). The Influence of Experiential Marketing and E-Service Quality on E-Satisfaction and Repurchase Intention. Journal of International Conference Proceedings, Vol. 3(2), pp. 50-58.

Ardisa, F.V., Sutanto, J.E., & Sondak, M.R. (2022). The Influence Of Digital Marketing, Promotion, And Service Quality On Customer Repurchase Intention At Hub22 Lounge & Bistro Surabaya. International Journal of Economics, Business and Accounting Research (IJEBAR), Vol. 6(2), pp. 854-862.

Arismunandar, T.M., Hartoyo, & Krisnatuti, D. (2019). The Influence Of Experiential Marketing On Customer Satisfaction And Loyalty Of Corner Coffee Shop In Langsa. Jurnal Manajemen & Agribisnis, Vol. 16(1), pp. 77-85.

Aristiawan, S.A., Buana, D.P., & Sudiartha, H. (2019). Effect of Experiential Marketing on Word of Mouth with Satisfaction as Intervening Variable (Study at Go-Jek Customer in Mataram). Global Journal of Management and Business Research, Vol. 19(7), 41–48.

Badan Pusat Statistik. (2024). Berita Resmi Statistik Provinsi DKI Jakarta, Vol. 4(5). Jakarta: Badan Pusat Statistik.

Casasnovas, J.J.N. & Contreras, F.L. (2020) Marketing communication objectives through digital content marketing on social media. Forum Empresarial, Vol. 25(1), pp. 57-72.

Chaniago, H. (2020). Analisis Kualitas Pelayanan, Kualitas Produk, dan Harga pada Loyalitas Konsumen Nano Store. International Journal Administration, Business and Organization, Vol. 1(2), pp. 59-69.

Eroglu, F. (2019). Utilization Of Online Influencers As An Experiential Marketing Tool: A Case Of Instagram Micro-Celebrities. Journal of International Social Research, Vol. 12(63), pp. 1057-1067.

Ghozali, I. (2019). Aplikasi Analisis Multivariate dengan Program SPSS. Edisi 9. Semarang: Badan Penerbit Universitas Diponegoro.

Gustina, L., Yasri, & Engriani, Y. (2019). Pengaruh Experiential Marketing terhadap Minat Kunjung Ulang Wisatawan Pada Obyek Wisata Pantai Air Manis Di Kota Padang. Jurnal Praktik Bisnis, Vol. 8(1), pp. 52-62.

Hair, J.F., Black, W.C., Babin, B.J., and Anderson, R.E. (2019). Multivariate Data Analysis. Eight Edition. United Kingdom: Cengage Learning EMEA.

Hasan, M. I. (2020). Pokok-Pokok Materi Statistik 2 (Statistik Inferensif). Edisi 3. Jakarta: PT Bumi Aksara

Iflahiyah, N. & Sari, D.K. (2022). Pengaruh Brand Image, Brand Ambassador dan Kepuasan Konsumen terhadap Repurchase Intention Pada Produk Perawatan Kulit Scarlett Whitening di Sidoarjo. Jurnal Bisnis Manajemen dan Perbankan, Vol. 8(1), pp. 168-192.

Kharolina, I. & Transistari, R. (2021). Pengaruh Experiential Marketing Terhadap Minat Pembelian Ulang Melalui Kepuasan Konsumen Sebagai Variabel Intervening. Cakrawangsa Bisnis, Vol. 2(2), pp. 185-196.

Kotler, P., Keller, K.L. and Chernev, A. (2021). Marketing Management. Sixteenth Edition. United Kingdom: Pearson Education Limited.

Lamongi, J., Tumbuan, W.J.F.A., & Loindong, S.S.R. (2018). Pengaruh Experiential Marketing Terhadap Minat Beli Ulang Konsumen Di J.Co Donuts Dan Coffee Manado Town Square Manado. Jurnal EMBA, Vol. 6(4), pp. 3038-3047.

Leech, N.L., Barret, K.C., and Morgan, G.A. (2019). IBM SPSS for Intermediate Statistics: Use and Interpretation. Fifth Edition. New Jersey: Lawrence Erlbaum Associates, Inc.

Madjukie, R. & Harjati, L. (2018). Pengaruh Promosi dan Kualitas layanan terhadap kepuasaan konsumen Zalora di Jakarta. Jurnal Manajemen, Vol.7(2), pp. 125-137.

Manumpil, A., Mananeke, L. & Samadi, R.L. (2021). Pengaruh Strategi Bauran Pemasaran Terhadap Minat Beli Ulang Produk Geprek Bensu Manado. Jurnal EMBA, Vol. 9(3), pp. 1808-1818.

Nurrizky, M., Harisudin, M., & Barokah, U. (2023). Influence of Experiential Marketing to Consumer Satisfaction and Repurchase Intentions: “Goreng†Taichan Restaurants as a Case Study. International Journal of Sustainable Development and Planning, Vol. 18(1), pp. 247-253.

Palanisamy, J. & Ravi, G. (2019). Experiential Marketing – Practices, Strategies And Impact On Customers. Journal of Emerging Technologies and Innovative Research (JETIR), Vol. 6(2), pp. 530-534.

Peburiyanti, D. & Sabran. (2020). Pengaruh Promosi Penjualan, Variasi Produk Dan Kualitas Pelayanan Terhadap Minat Beli Ulang Pada Butik Kanabini Di Tenggarong. Jurnal Ekonomi dan Manajemen Indonesia, Vol. 20(1), pp. 29-39.

Prentice, C., Wang, X., and Loureiro, S.M.C. (2019). The influence of brand experience and service quality on customer engagement. Journal of Retail Consumers Service, Vol. 50, pp. 50–59.

Priyo, J.S., Mohamad, B., and Adetunji, R.R. (2019). An Examination of the Effects of Service Quality and Customer Satisfaction on Customer Loyalty in the Hotel Industry. International Journal of Supply Chain Management, Vol. 8 No.1, pp.653-663.

Putra, D.K. & Lusia, A. (2023). Pengaruh Promosi, Lokasi, Ulasan Produk, Dan Kemudahan Penggunan Aplikasi Terhadap Minat Beli Ulang Di Shopeefood. Seminar Nasional Pariwisata dan Kewirausahaan (SNPK), Vol. 2(Mei), pp. 375-384.

Rahman, H.A. dan Sitio, A. (2019). The Effect Of Promotion And Product Quality Through Purchase Decision On The Customer Satisfaction Of Bohemian Project.id Products. International Journal of Engineering Technologies and Management Research, Vol. 6 No. 1, pp. 55-72.

Santi, E. R. (2018). Pengaruh Kualitas Produk, Kepuasan Pelanggan, dan Promosi Online Terhadap Minat Beli Ulang (Studi Kasus Pada Sate Taichan Banjar D'licious. Jurnal Sains Manajemen dan Kewirausahaan, Vol. 4(1), pp. 47-56.

Shrivastava, S., & Dawle, A. (2020). An Overview Of Marketing Communication Strategy: A Descriptive Study. International Journal of Current Research, Vol. 12(10), pp.14502-14504.

Subawa, N.S., Widhiastini, N.W., & Suastika, N.P.M.W.S. (2020). The Effect of Experiential Marketing, Social Media Marketing, and Brand Trust on Repurchase Intention in Ovo Applications. International Research Journal of Management, IT & Social Sciences, Vol. 7(3), pp. 11-21.

Sugiyono. (2020). Metode Penelitian Kuantitatif Kualitatif & RND. Bandung: Alfabeta.

Ternate, H.T. & Ralahallo, F.N. (2020). Analisa Pengaruh Kualitas Pelayanan Terhadap Pembelian Ulang Konsumen. Jurnal Pendidikan Tambusai, Vol. 4(1), pp. 581-597.

Umar, H. (2019). Metode Penelitian Untuk Skripsi dan Tesis Bisnis. Edisi-3. Cetakan ke-16. Jakarta: Rajawali Pers.

Wulandari, S. & Marlena, N. (2020). Pengaruh Kualitas Layanan Terhadap Minat Beli Ulang Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Pengguna Transportasi Migo Di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), Vol. 8(2), pp. 791-797.

Zibarzani, M., Abumalloh, R.A., Nilashi, M., & Samad, S. (2022). Customer satisfaction with Restaurants Service Quality during COVID-19 outbreak: A two-stage methodology. Technology in Society, Vol. 70(9), 101977.

Diterbitkan

2025-06-23

Cara Mengutip

Nugraha, K. A. (2025). PENGARUH KUALITAS LAYANAN, PROMOSI DAN EXPERIENTIAL MARKETING TERHADAP REPURCHASE INTENTION DI OENA EATERY. JURNAL ILMIAH EDUNOMIKA, 9(2). https://doi.org/10.29040/jie.v9i2.16482

Terbitan

Vol 9 No 2 (2025): EDUNOMIKA

Bagian

Articles

Citation Check