Predicting the Impact of Customer Satisfaction as a Mediating Effect of Experiential Marketing on Repeat Purchases

Abstract

Background –The emergence of the frozen food business has created fierce commercial competition. This is both a threat and a motivator for players in the refrigeration industry to remain competitive and retain the products they manufacture. To ensure competitiveness and viability, businesses need to understand consumer characteristics and how they influence purchasing decisions for customer satisfaction and loyalty. Customer buybacks are very important for businesses that want to maintain their business and grow their business in the form of long-term profits. Retaining existing customers is usually more profitable than acquiring new customers, so you can increase sales with existing customers. Objective –To analyze the predicted impact of Experiential Marketing on the repurchase of frozen food products through customer satisfaction as a mediating variable. Because experiential marketing is a marketing concept that provides information and opportunities for customers to gain experience for the benefits gained, generate emotions and feelings that have an impact on marketing. Design/methodology/approach – Based on the objectives to be achieved, this research is an explorative research because the aim is to find and predict the impact of Experiential marketing on Repurchase through consumer satisfaction as a mediating variable. This research is the development of problem solving (Malhotra, 2012) which aims to determine the predicted impact in the re-purchase