Pengaruh Experiential marketing dan Harga terhadap Minat Beli Ulang Konsumen Pada Cafe Tepi Sawah Lumajang

Abstract

The development of culture and traditions of society is now turning to the modern era. The process of transformation from a traditional state to a more advanced society, is also known as the modernization step. Café or cafe is a place that provides food and drink, coffee, tea, snacks to heavy meals with a comfortable and relaxed atmosphere. Cafe business in Indonesia began to develop in the 2000s, in line with the increasing interest of the public towards a more modern lifestyle. One of the cafes in Lumajang, especially the Yosowilangun District, is the Tepi Sawah Cafe, which is located in a rural area or on the edge of a rice field. This cafe has a natural and relaxed atmosphere and offers a menu of food and drinks that are typical of the local area. This study aims to find out how Experiential Marketing and Price affect consumer repurchase intentions at Café Tepi Sawah Lumajang. In this study using quantitative methods and multiple linear regression analysis and paying attention to validity and reliability tests, partial t tests and tests and the coefficient of determination. This study used an accidental sampling technique with 67 respondents with a population of consumers at Café Tepi Sawah Lumajang. The research findings show that partially Experiental Marketing and Price have a significant effect on consumer repurchase intention at Cafe Tepi Sawah Lumajang.