PENGARUH EXPERIENTIAL MARKETING TERHADAP NIAT BELI ULANG DIMEDIASI OLEH KEPUASAN KONSUMEN (Studi Pada Konsumen AADK Tlogomas)

This study aims to analyze the effect of Experiential Marketing on Repurchase Intention with Customer Satisfaction as a mediating variable among consumers of Café AADK Tlogomas. This research is an explanatory study using a quantitative approach. Data were collected through questionnaires distributed to 160 respondents using a purposive sampling technique. The data were analyzed using Path Analysis with SPSS version 31. The results show that Experiential Marketing does not have a significant direct effect on Repurchase Intention, but it has a positive and significant effect on Customer Satisfaction. Furthermore, Customer Satisfaction has a positive and significant effect on Repurchase Intention and is proven to mediate the relationship between Experiential Marketing and Repurchase Intention. These findings indicate that customer satisfaction plays an essential role in strengthening the relationship between consumer experience and the decision to make repeat purchases at Café AADK Tlogomas.