Abstract:
The purpose of this research was to find out the influence of experiential marketing, emotional branding, word of mouth and service quality toward repurchase intention. A total of 145 valid online questionnaires were obtained to empirically test the structural model of the research. Experiential marketing, emotional branding, service quality and word of mouth were considered to be the independent variables while repurchase intention was considered to be the dependent variable. Finally, the result confirmed that experiential marketing, emotional branding, service quality and word of mouth as the independent variables in this study partially and simultaneously had significant influence towards repurchase intention on IKEA Alam Sutera. Moreover, the adjusted R squared obtained from the data analysis was 0.707 or 70.7%.
