PENGARUH PENGALAMAN KONSUMEN TERHADAP MINAT BELI ULANG GEN Z KOPI KENANGAN CIREBON
The Influence of Customer Experience on Repurchase Intention among Generation Z at Kopi Kenangan Cirebon
DOI:
https://doi.org/10.31943/investasi.v12i2.388Keywords:
Pemasaran Pengalaman, Sensory Experience, Emotional Experience, Social Experience, Minat Beli UlangAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran pengalaman yang terdiri dari sensory experience, emotional experience, dan social experience terhadap minat beli ulang konsumen Gen Z pada merek Kopi Kenangan di Kota Cirebon. Fenomena ini penting karena industri kopi di Indonesia tidak hanya berkembang dari sisi fungsional konsumsi tetapi juga sebagai gaya hidup yang dipengaruhi oleh pengalaman konsumen. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik survei terhadap 100 responden Gen Z yang pernah membeli produk Kopi Kenangan. Data dianalisis dengan Structural Equation Modelling-Partial Least Square (SEM-PLS) menggunakan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa ketiga variabel independen secara simultan berpengaruh positif dan signifikan terhadap minat beli ulang, dengan nilai R-Square sebesar 0,637. Secara parsial, pengalaman sensorik (t=2,092), pengalaman emosional (t=3,504), dan pengalaman sosial (t=3,160) memiliki pengaruh signifikan (p<0,05). Temuan ini menegaskan bahwa kombinasi pengalaman sensorik, emosional, dan sosial merupakan faktor kunci dalam membangun loyalitas konsumen Gen Z. Penelitian ini memberikan kontribusi bagi pemasar dalam merancang strategi pengalaman pelanggan yang efektif di industri coffee shop.
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