Abstract

This study aims to determine the influence of experiential marketing through customer satisfaction on repurchase intentions for GoFood and GrabFood in the city of Mataram. This type of research falls under associative research. The population used in this study consisted of customers of GoFood and GrabFood in the city of Mataram, with a sample size of 100 respondents selected using purposive sampling technique. Data were collected through a questionnaire distributed via Google Form. The collected data were then analyzed using Structural Equation Model (SEM) analysis, utilizing the AMOS software application. The results of the data processing indicate that the experiential marketing variable has a positive and significant impact on customer satisfaction and repurchase intentions. However, customer satisfaction does not have a significant effect on repurchase intentions. This implies that the customer satisfaction variable does not mediate the influence of experiential marketing on repurchase intentions. This is due to the fact that customer satisfaction, as an intervening variable, does not significantly affect repurchase intentions.

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