Pengaruh Experiential Marketing terhadap Minat Beli Ulang pada Gofood selama Masa Pandemi COVID-19

Abstract

Coronavirus Disease atau yang dikenal dengan COVID-19 adalah penyakit berbahaya yang dapat menyebabkan pneumonia atau infeksi paru-paru, MERS, dan SARS. Orang berpotensi terpapar COVID-19 melalui kontak langsung, tidak langsung, atau dekat dengan orang yang terinfeksi virus COVID-19. Pemerintah menerapkan kebijakan PSBB dan Gerakan 5M. Pesan antar makanan adalah cara alternatif untuk memesan makanan di masa Pandemi COVID-19. Gofood menjadi salah satu layanan pesan antar terbaik di masa pandemi COVID-19. Penelitian ini secara garis besar bertujuan untuk menganalisis pengaruh experiential marketing terhadap repurchase intention Gofood di Jabodetabek. Responden dalam penelitian ini sebanyak 160 responden. Penelitian dilakukan dengan menggunakan analisis deskriptif dan Structural Equation Modeling (SEM) dengan pendekatan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa terdapat dua variabel experiential marketing (act experience dan relate experience) yang berpengaruh signifikan terhadap minat beli ulang Gofood selama masa pandemi COVID-19.

Coronavirus Disease or known as COVID-19 is a dangerous disease that can cause pneumonia or lung infections, MERS, and SARS. People are potentially exposed to COVID-19 by direct, indirect or close contact with people infected with the COVID-19 virus. The government is implementing a policy of restricting out- of-home activities (PSBB) and 5M movement. Ordering food delivery is an alternative way to order food during the COVID-19 Pandemic. Gofood is one of the top delivery service during the COVID-19 pandemic. This study broadly aims to analyze the effect of experiential marketing on repurchase intention of Gofood in Jabodetabek. Respondent in this study were 160 respondents. The research is conducted by using descriptive analysis and Structural Equation Modelling (SEM) with Partial Least Square (PLS) approach. The research shows that there are two Experiential Marketing variables (act and relate experience) which significantly influence repurchase intention of Gofood during the COVID-19 pandemic.