The Effect of Experiential Marketing and Social Media Marketing on Repurchase Intention with Brand Trust on Full-Service Airline Geraldi Petra Lasputra (a*), Sugih Arto Pujangkoro (b), Beby Karina Fauzeea Sembiring (c)
a Magister Manajemen, Universitas Sumatera Utara, Indonesia
*geraldi.petra[at]gmail.com
b Magister Manajemen, Universitas Sumatera Utara, Indonesia
c Magister Manajemen, Universitas Sumatera Utara, Indonesia
Abstract
The high interest of people in using air transportation to travel and accelerated development of information technology are business opportunities for the Aviation Industry in Indonesia. Customer repurchase intention is one of the keys for corporation in surviving business competition. Corporation needs to do various activities in maintaining consumer commitment that is formed after purchasing a product or service to repurchase in the future. This research is a quantitative study that aims to acknowledge the effect of experiential marketing and social marketing on repurchase intention with brand trust on full-service airline. The population for this study consisted of all customers of full-service airline who had been flying at least two times in the last three years. The simple random sampling technique will be used in this study with the total number of respondents is 166 respectively. The research instrument used online questionnaire and hypothesis testing using Partial Least Square Structural Equation Modelling (PLS-SEM). The analytical results indicated that experiential marketing and social media marketing activities indirectly affect repurchase intention through brand trust. At the same time, brand trust directly affects repurchase intention. The academic and management implications based on the empirical results of this study are provided as further references.
Keywords: Experiential Marketing, Social Media Marketing, Brand Trust, Repurchase Intention
