EXPERIMENTAL MARKETING AND BRAND TRUST: KEY FACTORS IN ENHANCING REPURCHASE INTENTION IN THE RETAIL SECTOR

Abstract

This study aims to examine the impact of experiential marketing and brand trust on repurchase intention in the retail sector, with a focus on consumers in West Java. In an era of intensifying market competition, understanding the determinants of customer loyalty is essential. This research employs a quantitative approach, utilizing data collected through questionnaires administered to 100 respondents. The data were analysed using Structural Equation Modelling (SEM) with SmartPLS 3.0 software. The findings reveal that experiential marketing exerts a significant positive influence on repurchase intention, while brand trust also contributes positively, albeit to a lesser extent. These insights provide valuable implications for marketers in formulating effective strategies to enhance customer loyalty by fostering engaging consumer experiences and strengthening brand trust. Furthermore, this study serves as a reference for future research in the domains of marketing and consumer behaviour.