PENGARUH RELATIONAL BENEFITS DAN BRAND EXPERIENCES TERHADAP REPURCHASE INTENTION , WILLINGNESS TO PAY MORE DAN WORD OF MOUTH PADA RESTORAN NAMAAZ DINING

  • Cynthia Sulisto Fakultas Ilmu Sosial dan Humaniora, Universitas Bunda Mulia
  • Ali Wardhana Fakultas Ilmu Sosial dan Humaniora, Universitas Bunda Mulia
DOI: https://doi.org/10.31937/manajemen.v16i2.3499

Abstract

Abstract - This research aims to analyze the influence of the Relational Benefits and Brand Experience variables on Repurchase Intentions, Willingness to Pay More, and Word of Mouth at Namaaz Dining Restaurants. The Relational Benefits variable has three dimensions: Confidence Benefits, Social Benefits, and Special Treatment Benefits. Meanwhile, the Brand Experience variable has four dimensions: Sensory Experience, Affective Experience, Behavioral Experience, and Intellectual Experience. Data was obtained by distributing online questionnaires (Google Form) to 168 respondents who had visited Namaaz Dining Restaurant. The data was then processed using the Structural Equation Modeling (SEM) method with SmartPLS software. The research results show that the Relational Benefits and Brand Experience variables positively and significantly influence Repurchase Intentions, Willingness to Pay More, and Word of Mouth. The dimensions of the two independent variables provide different contributions to the dependent variable. These findings provide important managerial implications for Namaaz Dining Restaurant management in designing effective marketing strategies to increase customer loyalty through Relational Benefits and experience of the Namaaz Dining brand.

Keywords: Brand Experience; Relational Benefits; Repurchase Intentions; Willingness to Pay; Word of Mouth

Downloads

Download data is not yet available.
Published
2024-12-31
How to Cite
Sulisto, C., & Wardhana, A. (2024). PENGARUH RELATIONAL BENEFITS DAN BRAND EXPERIENCES TERHADAP REPURCHASE INTENTION , WILLINGNESS TO PAY MORE DAN WORD OF MOUTH PADA RESTORAN NAMAAZ DINING. Ultima Management : Jurnal Ilmu Manajemen, 16(2), 168-182. https://doi.org/https://doi.org/10.31937/manajemen.v16i2.3499
Issue
Vol 16 No 2 (2024): Ultima Management : Jurnal Ilmu Manajemen
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike International License (CC-BY-SA 4.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.