THE INFLUENCE OF EXPERIENTIAL MARKETING AND EWOM ON REVISIT INTENTION THROUGH BRAND IMAGE AS AN INTERVENING VARIABLE IN CAFES IN CANGGU

Abstract

The decline in visitation levels caused by weak revisit intentions indicates the need for more effective marketing strategies that are in accordance with consumer preferences. This study aims to examine and explain the role of brand image in mediating the relationship between experiential marketing and electronic word-of-mouth (EWOM) on revisit intention. This research uses a quantitative approach and is associative in nature. The research subjects were consumers who had visited North Wings Canggu Cafe, with a sample of 100 respondents. Data analysis was carried out using Structural Equation Modeling (SEM) with the help of Smart PLS 3.2.9 software. The results showed that experiential marketing has a positive and significant effect on brand image and revisit intention, EWOM also has a positive and significant effect on brand image and revisit intention, and brand image has a positive and significant effect on revisit intention. In addition, brand image partially mediates the effect of experiential marketing and EWOM on revisit intention at North Wings Canggu Cafe. This study has theoretical implications, namely strengthening the findings of previous research, as well as practical implications for culinary businesses, especially North Wings Canggu Café.

Keywords

• experiential marketing
• ewom
• brand image
• revisit intention