PENGARUH EXPERIENTIAL MARKETING TERHADAP REVISIT INTENTION DI MUSEUM SENI RUPA DAN KERAMIK JAKARTA
DOI:
https://doi.org/10.33758/mbi.v17i12.392Keywords:
experiential marketing, revisit intention, recommendAbstract
Museum Seni Rupa dan Keramik Jakarta merupakan salah satu museum yang dikelola oleh Pemerintah DKI Jakarta. Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh experiential marketing terhadap revisit intention di Museum Seni Rupa dan Keramik Jakarta. Experiential marketing Experiential marketing merupakan jenis pemasaran yang berbasis pengalaman. Dimana experiential marketing ini memiliki lima dimensi yaitu sense, feel, think, act dan relate. Penelitian ini mengambil objek di Museum Seni Rupa dan Keramik Jakarta. Untuk subjek penelitian ini merupaka orang-orang yang pernah berkunjung ke Museum Seni Rupa dan Keramik Jakarta sebanyak 2 kali atau lebih. Penelitian ini menggunakan metode analisa deskriptif kuantitatif terhadap 100 responden sebagai sampel. Hasil penelitian ini menunjukkan secara simultan experiential marketing berpengaruh terhadap revisit intention, namun dari kelima dimensi experiential marketing (sense, feel, think, act, relate) hanya Sense (X1), Think (X3), dan Relate (X5) yang tidak memiliki pengaruh secara parsial terhadap revisit intention. Namun dua dimensi variabel experiential marketing lainnya didapati bahwa Feel (X2) dan juga Act (X4) memiliki pengaruh parsial yang signifikan terhadap revisit intention.
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