PENGARUH CUSTOMER EXPERIENCE TERHADAP REPURCHASE INTENTION (NIAT MEMBELI ULANG) (Survei pada Konsumen KFC Di Lingkungan Warga RW 3 Desa Kandangrejo, Kedungpring, Lamongan)

Abstract

This study aims to describe and analyze the effect of customer experience consisting of variables sensory experience, emotional experience, and social experience on repurchase intention or the intention of buying influence over either jointly or individually. Type of research is explanatory research with quantitative approach. Data collection by questionnaires given to 65 respondents fromconsumer of KFC branch Lamongan environment in RW 3, Desa Kandangrejo, Kedungpring, Lamongan. The data analysis technique used is multiple linear regression. The results of the study explained that the sensory experience, emotional experience, and social experience positive and significant impact jointly on repurchase intention. The results also showed a positive and significant effect independently of variable sensory experience, emotional experience, and social experience on repurchase intention. Variable emotional experience is the dominant variable affecting repurchase intention.

Keywords: Customer Experience, Sensory Experience, Emotional Experience, Social Experience, and repurchase intention

Abstrak

Penelitian ini bertujuan untuk menjelaskan dan menganalisis pengaruh dari customer experience yang terdiri dari variabel-variabel sensory experience, emotional experience,dan social experience terhadap repurchase intention atau niat membeli ulang baik pengaruh secara bersama-sama maupun secara sendiri-sendiri.Jenis penelitian yang digunakan adalah explanatory research atau penelitian penjelasan dengan pendekatan kuantitatif.Pengumpulan data dengan kuesioner yang diberikan kepada 65 orangresponden dari konsumen KFC Lamongan di lingkungan warga RW 3, Desa Kandangrejo, Kedungpring, Lamongan.Teknik analisis data yang digunakan adalah regresi linier berganda. Hasil penelitian menjelaskan bahwa sensory experience, emotional experience,dansocial experience berpengaruh positif dan signifikan secara bersama-sama terhadap repurchase intention.Hasil penelitian juga menunjukan adanya pengaruh positif dan signifikan secara sendiri-sendiri dari variabel sensory experience, emotional experience,dansocial experience terhadap repurchase intention. Variabel emotional experience merupakan variabel dominan mempengaruhi repurchase intention.

Kata Kunci: Customer Experience, Sensory Experience, Emotional Experience, Social Experience, dan Niat Membeli Ulang