Pengaruh Customer Bonding dan Event Marketing terhadap Repurchase Intention pada Konsumen Vapormania di Kota Medan

Abstract

The strategy of creating awareness for consumers is an important step to ensure consumption activity and repurchase intention for a product. Companies or business actors must also be able to bind or maintain consumers with various conscious and planned actions through the services offered so that consumers do not turn to other business actors or companies. Until now, many business actors have implemented customer bonding, but many of them are not aware that event marketing is also a part of marketing that can attract the interest of consumers to make repeat purchases. Business actors who have implemented customer bonding are expected to also implement event marketing. This research aims to analyze the influence of customer bonding and event marketing on repurchase intention among vapormania consumers in Medan City. The influence between customer bonding and event marketing will be analyzed partially and simultaneously on repurchase intention. The form of research used in this research is quantitative research with an associative approach. Sampling was carried out using a purposive sampling technique and used 96 respondents as samples. Primary data used in this research was obtained by distributing questionnaires via Google Form, while secondary data was obtained through literature study. The data analysis methods used are validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The results of this research show that customer bonding and event marketing have a significant effect, both partially and simultaneously (together) on repurchase intention among vapormania consumers in Medan City. The coefficient of determination test shows that there is a fairly close relationship between customer bonding and event marketing on customer satisfaction with an R value of 0.735. Through the Adjusted R Square value or the coefficient of determination, it shows that the Customer Bonding (X1) and Event Marketing (X2) variables can explain the Repurchase Intention (Y) variable by 53% while the remaining 47% is influenced by other variables not discussed in this research.