The Effects of Consumer Experience towards Behavioral Intention of Loyalty through Consumer Event Engagement and Consumer Brand Engagement at Kepo Market in Surabaya
Journal Title: International Journal of Trend in Scientific Research and Development - Year 2021, Vol 5, Issue 4
Abstract
As digital retail has become common, revenue at traditional retailers has naturally begun to decline, pop up market has become a go to marketing strategy that retailers looking for these days. Pop up market give brands the opportunity to optimizing the customer experience, engage customer through events and brands, and convert visitor into a loyal customers. The purpose of this study is to analyze the effects of consumer experience towards behavioral intention of loyalty through consumer event engagement and consumer brand engagement at Kepo Market in Surabaya. The data analysis technique used is the Structural Equation Model SEM to test the predetermined variables. Sample from 200 respondents was taken and proceed to determine the effect of this study. The result of this study showed that consumer experience gives an effect on behavioral intention of loyalty through consumer event engagement and consumer brand engagement. These insights have important implications for anyone who will conduct a similar study. Jessica Nathania | Christina Esti Susanti "The Effects of Consumer Experience towards Behavioral Intention of Loyalty through Consumer Event Engagement and Consumer Brand Engagement at Kepo Market in Surabaya" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-4 , June 2021, URL: https://www.ijtsrd.compapers/ijtsrd41264.pdf Paper URL: https://www.ijtsrd.commanagement/marketing/41264/the-effects-of-consumer-experience-towards-behavioral-intention-of-loyalty-through-consumer-event-engagement-and-consumer-brand-engagement-at-kepo-market-in-surabaya/jessica-nathania
Authors and Affiliations
Jessica Nathania | Christina Esti Susanti
Keywords
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