PENGARUH CUSTOMER EXPERIENCE TERHADAP REPURCHASE INTENTION MELALUI MEDIASI EXPERIENTIAL VALUE PADA PIZZA HUT DI SURABAYA

Abstract

Recent trends in the restaurant industry are not only focusing on the quality of food served but also to the dining experience provided by the consumption process. This experience represents customer experience which has measurement indicators of sense (as a result of the stimulation on the five senses in human), feel (affected by the customers’ emotion), think (relating to cognitive creative thinking process), act (physical and related to life styles) and relate (relating to the connection and relationship towards social group). The customer experience can affect experiential value which represents the value perceived by the customers consisting value that relating to the products’ or services’ features offered and value relating to the emotional aspect of the products or services offerred (can include enjoyment, return, relaxation, good feeling and satisfaction). Experiential value will eventually affect the intention and possibility of the customer to revisit the restaurant. To investigate the effect of customer experience on repurchase intention through the mediation of experiential value in the restaurant industry, a study is being conducted at Pizza Hut in Surabaya. Data collecting procedures were performed on primary data, by distributing questionnaires to 134 respondents which represents the customers of Pizza Hut meeting certain sampling characteristics, and secondary data, by performing, among others, literature and journal review. Data collected was later analized using Struktural Equation Modeling (SEM) - AMOS. Based on the result of the study, it is concluded that sense, feel, think, act and relate positively affect repurchase intention with the mediation of experiential value with the biggest effect contributed by feel (37.5%), followed by think (29.5%), sense (26.1%), relate (25.5%) and act (18.6%). Experiential value positively affect repurchase intention by 93.2%.