Melola Discovery

← Melola Discovery

Prosiding

Pengaruh Bauran Pemasaran dan Pengalaman Merek terhadap Minat Beli Ulang Pengguna Spotify Premium di Makassar

Management Dynamics Conference 8 · Vol. 8 No. 1 (2023) · pp. 58–76

Published
2023-06-22
Publisher
FPJM
Language
en

Abstract

Abstract The purpose of this study was to determine the impact of Marketing Mix and Brand Experience on Repurchase Intention through Customer Satisfaction. The research used a quantitative research method with a case study approach to Spotify Premium users in Makassar city. Data collection was done by distributing questionnaires to Spotify Premium users in Makassar city. The sample for this survey consisted of 100 respondents. The data analysis method was path analysis using the SPSS version 25 application. The results showed that Marketing Mix and Brand Experience have a significant impact on Customer Satisfaction, Customer Satisfaction and Brand Experience have a significant impact on Repurchase Intention, and Marketing Mix has a significant impact on Repurchase Intention. The better brand experience, marketing mix, and customer satisfaction, the higher Repurchase Intention. Abstrak Tujuan dari penelitian ini adalah untuk mengetahui pengaruh bauran pemasaran dan pengalaman merek terhadap minat beli ulang melalui kepuasan pelanggan. Penelitian ini menggunakan metode penelitian kuantitatif dengan pendekatan studi kasus pada pengguna Spotify Premium di Kota Makassar. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada pengguna Spotify Premium di Kota Makassar. Sampel dalam penelitian ini terdiri dari 100 responden. Metode analisis data adalah analisis jalur dengan menggunakan aplikasi SPSS versi 25. Hasil penelitian menunjukkan bahwa bauran pemasaran dan pengalaman merek berpengaruh signifikan terhadap kepuasan pelanggan, kepuasan pelanggan dan pengalaman merek berpengaruh signifikan terhadap minat beli ulang, serta bauran pemasaran berpengaruh signifikan terhadap minat beli ulang. Semakin baik bauran pemasaran, pengalaman merek, dan kepuasan pelanggan maka semakin tinggi minat beli ulang.

Keywords

Collaboration network of the authors

33 authors · 165 co-authorship links

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Institut Agama Islam Negeri Kendari
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
WahdaAffiliation unknown4
Mursalim NohongAffiliation unknown2
SabirAffiliation unknown2
Andi KusumawatiAffiliation unknown2
AlimuddinAffiliation unknown2
Abdullah SanusiAffiliation unknown2
Muhammad RifaiAffiliation unknown2
Andi Rinda OktarianiAffiliation unknown1
Abdul Razak MunirAffiliation unknown1
Muh. Abudzar A. GaligoAffiliation unknown1
Muhammad ToahaAffiliation unknown1
Muhammad Tahriir Islam KansiAffiliation unknown1
Andi ReniAffiliation unknown1
Hylman JatmikoAffiliation unknown1
. FatmawatiAffiliation unknown1
Sri UlfaAffiliation unknown1
Shinta Dewi Tikson SugihartiAffiliation unknown1
AkbarInstitut Agama Islam Negeri Kendari1
Elsa SafitriAffiliation unknown1
Asty AlmaidaAffiliation unknown1
Farhana Ramdhani SumardiAffiliation unknown1
Ihya' UlumuddinAffiliation unknown1
Muhammad Iqramul HasyimAffiliation unknown1
Yohanis RantelinoAffiliation unknown1
RifalAffiliation unknown1
Nur Atikah BormanAffiliation unknown1
Herman HamidAffiliation unknown1
Sudarti BAffiliation unknown1
Darni DalleAffiliation unknown1
Muhammad Aqil Azhzhahir SubairAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/madic8/oai, first harvested 2 Nov 2026, last seen 2 Nov 2026.
Original metadata (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">Pengaruh Bauran Pemasaran dan Pengalaman Merek terhadap Minat Beli Ulang Pengguna Spotify Premium di Makassar</dc:title>
	<dc:creator xml:lang="en">Zada, Muhammad Rezha</dc:creator>
	<dc:creator xml:lang="en">Nurqamar,  Insany Fitri </dc:creator>
	<dc:creator xml:lang="en">Kadir, Nuraeni </dc:creator>
	<dc:subject xml:lang="en">Marketing Mix</dc:subject>
	<dc:subject xml:lang="en">Brand Experience</dc:subject>
	<dc:subject xml:lang="en">Customer Satisfaction</dc:subject>
	<dc:subject xml:lang="en">Repurchase Intention.</dc:subject>
	<dc:subject xml:lang="en">Bauran Pemasaran</dc:subject>
	<dc:subject xml:lang="en">Pengalaman Merek</dc:subject>
	<dc:subject xml:lang="en">Kepuasan Pelanggan</dc:subject>
	<dc:subject xml:lang="en">Minat Beli Ulang</dc:subject>
	<dc:description xml:lang="en">Abstract
The purpose of this study was to determine the impact of Marketing Mix and Brand Experience on Repurchase Intention through Customer Satisfaction. The research used a quantitative research method with a case study approach to Spotify Premium users in Makassar city. Data collection was done by distributing questionnaires to Spotify Premium users in Makassar city. The sample for this survey consisted of 100 respondents. The data analysis method was path analysis using the SPSS version 25 application. The results showed that Marketing Mix and Brand Experience have a significant impact on Customer Satisfaction, Customer Satisfaction and Brand Experience have a significant impact on Repurchase Intention, and Marketing Mix has a significant impact on Repurchase Intention. The better brand experience, marketing mix, and customer satisfaction, the higher Repurchase Intention.
Abstrak
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh bauran pemasaran dan pengalaman merek terhadap minat beli ulang melalui kepuasan pelanggan. Penelitian ini menggunakan metode penelitian kuantitatif dengan pendekatan studi kasus pada pengguna Spotify Premium di Kota Makassar. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada pengguna Spotify Premium di Kota Makassar. Sampel dalam penelitian ini terdiri dari 100 responden. Metode analisis data adalah analisis jalur dengan menggunakan aplikasi SPSS versi 25. Hasil penelitian menunjukkan bahwa bauran pemasaran dan pengalaman merek berpengaruh signifikan terhadap kepuasan pelanggan, kepuasan pelanggan dan pengalaman merek berpengaruh signifikan terhadap minat beli ulang, serta bauran pemasaran berpengaruh signifikan terhadap minat beli ulang. Semakin baik bauran pemasaran, pengalaman merek, dan kepuasan pelanggan maka semakin tinggi minat beli ulang.</dc:description>
	<dc:publisher xml:lang="en">FPJM</dc:publisher>
	<dc:date>2023-06-22</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/madic8/article/view/25676</dc:identifier>
	<dc:source xml:lang="en">Management Dynamics Conference 8; Vol. 8 No. 1 (2023): MADIC ; 58-76</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/madic8/article/view/25676/10032</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2023 Management Dynamics Conference 8</dc:rights>
</oai_dc:dc>