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THE EFFECT OF EXPERIENTIAL MARKETING AND PAYLATER
FEATURES ON CUSTOMER SATISFACTION AND REPEAT
INTEREST
Dhandy Dwi Yustica
Bakrie University Jakarta
E-mail: [email protected]
Received:
May, 6
th
2021
Revised:
May, 8
th
2021
Approved:
May, 18
th
2021
Abstracs
This study aims to determine whether experiential marketing and
PayLater features on the Gojek application have on consumer
satisfaction and their impact on repurchase interest. The data
analysis technique uses path analysis and uses quantitative
methods. Quantitative methods include validity and reliability,
classic assumption tests, t-test trials, F tests, and the coefficient of
determination (R2). The number of samples used in this study
were 100 respondents. The results of the study indicate that
experiential marketing has a significant positive effect on
customer satisfaction, the PayLater feature also has a positive
effect on customer satisfaction, and the two independent variables
simultaneously have a positive effect on customer satisfaction. The
findings also show that experiential marketing has a positive
effect on repurchase interest, consumer satisfaction has a positive
effect on repurchase interest, and different results are shown by
the PayLater feature which has a negative effect on repurchase
interest. Simultaneously, experiential marketing variables,
PayLater features, and customer satisfaction have a positive effect
on repurchase interest.
Keywords: Experiential marketing, product features, PayLater,
customer satisfaction, Gojek
This work is licensed under a Creative Commons
Attribution-ShareAlike 4.0 International
INTRODUCTION
The question that arises today is no longer whether compa-nies should invest
their resources and time on CorporateSocial Responsibility (CSR) initiatives, but how and
whenthey can create a significant impact on consumers throughinvestment in social
initiatives (García-Jiménez, Ruiz-de-Maya, & López-López, 2017) . One of the most
important indicators in developing a business is the response from consumers. This
response can be in the form of suggestions, criticism, comments, feelings of satisfaction,
and a sense of loyalty that exists in the minds of consumers. The feeling of satisfaction
that is in the minds of consumers is an especially important consideration for many
companies in developing their business. This is in line with (Kotler & Keller, 2016)
which states that consumers can feel several feelings about a product or service, including
feelings of pleasure and also feelings of disappointment with the performance or results
of a product they have used. Both feelings can arise after consumers compare their
expectations with the performance of a product or service. Therefore, customer
satisfaction can be defined as the level of a person's feelings when using a product or
service and comparing it with the expectations they have.
Dhandy Dwi Yustica
The effect of experiential marketing and paylater features on customer
satisfaction and repeat interest 264
According to (Peter & Olson, 2014) states that consumer behavior that ultimately
uses or decides to repurchase a product or service is caused by encouragement and
repetitive buying behavior. Repetitive buying behavior reflects that a customer has felt
satisfaction with a product or service. In addition, (Making, 2015) also states that the
behavior of high repurchase interest can also reflect the high level of satisfaction of these
consumers. In the end, the high interest in consumer repurchase can determine the success
of a product or service in the industrial market.
As previously mentioned, factors such as consumer experience and features of a
product or service can trigger a consumer to feel satisfied in his mind. Several previous
studies also state the same thing, including (Kusumawati, 2011), (Natasha & Kristanti,
2013), and (Febrini, Widowati, & Anwar, 2019) which state that consumer experience or
experiential marketing has a significant effect to consumers, and also has an impact on
repurchase interest (Pranata, 2017) and (Irawan, Indyastuti, & Suliyanto, 2018) also
report that product or service features also have a significant and positive effect on
consumer satisfaction and result in repurchase attention. However, not only do research
results show a significant and positive effect, but some previous studies report that
experiential marketing and product features do not have a significant effect on consumer
satisfaction, a kind of research tried by (Yunita & Semuel, 2014), (Putra, 2016) and
(Lunnette, 2017) reported that there are some measures of experiential marketing that do
not affect customer satisfaction.
People increasingly need media or platforms that can provide various needs in an
easy, fast, and simple way. Even more so if the media provides various needs of the
community with just one application. Until now, Indonesia already has various mobile
apps that are intended to meet the various needs of the community in just one application.
One of the biggest applications in Indonesia today is Gojek.
Reporting from the Japanese media Nikkei (2019), per semester one in 2019, the
Gojek application and ecosystem have been downloaded by more than 155 million users,
with details of more than 2 million driver-partners, 400 thousand merchants partners, and
more than 60 thousand service providers in Southeast Asia. This is only natural because
now Gojek has started to expand to several neighboring countries, such as Singapore,
Thailand, and Vietnam. In addition, the data also shows that the number of monthly
active Gojek users in Indonesia is the highest when compared to similar applications,
which has reached 22 million users per month. This figure can also define the behavior of
the Indonesian people who like to use the Gojek application to support their daily
activities, ranging from transportation services, ordering food and drinks, between goods,
to various other personal needs, such as a salon at home, massage at home, etc. The data
also shows that the number of active Gojek users is equivalent to the number of monthly
active users of the Uber ride-sharing application in the United States. It is also
strengthened by the results of a recent survey from the Alvara Research Center which
states that the three Gojek services, namely transportation, food delivery, and digital
payments are the choice of most Indonesians.
Starting in 2019, Gojek again launched product features to meet various
consumer needs and to facilitate the transaction process, namely the PayLater feature.
This feature is specifically designed as a payment method in the Gojek application. This
feature allows consumers or users to get a monthly loan limit specifically for transactions
through the Gojek application. This feature is also specifically designed to help
consumers when they don't carry cash or the balance in GoPay has run out. In addition,
the PayLater feature also allows consumers to get various attractive promos such as
cashback when buying something.
Dhandy Dwi Yustica
The effect of experiential marketing and paylater features on customer
satisfaction and repeat interest 264
Gojek always tries to get to know and identify the various needs of the Indonesian people
in everyday life so that now Gojek is the leading on-demand application in Indonesia.
According to (You-Ming, 2010) the experiential marketing process can help to determine
the relevance of the market to a brand, besides that it causes customers to also interact
with several brands and feel and experience them wholeheartedly. In addition, (Kotler &
Keller, 2009) also revealed that this process needs to be done to create a unique and
interesting experience so that it will leave a good impression in the eyes of consumers.
One of the keys that Gojek always does to develop its company is by creating
various products and innovations to meet customer satisfaction. According to (Tjiptono,
2008), creating various product features can influence consumer decisions in buying a
product or service, because the feature itself is inseparable from a product which in the
end can be a consideration in deciding whether or not to buy a product or service offered.
This is solely to create and bring out a sense of consumer satisfaction with a product, and
to meet the various expectations and expectations that have appeared in the minds of the
public.
So that if the company can consistently take various approaches to consumers to
recognize and identify expectations and expectations, this can encourage the company's
progress and increase the consumption of a product or service produced by a company.
Furthermore, consumers will feel satisfied and happy with the products or services they
have used, and in the end, there will be a sense of interest to buy back the product or
service at a later date.
RESEARCH METHOD
In this research, researchers aim to identify and analyze how much influence
experiential marketing and the PayLater feature on the Gojek application have on
consumer satisfaction and its impact on repurchase attention. This research was tried with
a quantitative approach model, which means that there will be information gathering that
aims to improve and use mathematical models, theories, and hypotheses that want to deal
with phenomena. This type of research is explanatory research, which is to examine the
relationships between variables that are hypothesized at the beginning of the research. In
this type of research, the hypotheses are about to be tested for their validity. The
population in this research is a certain age group, which is the productive age group over
21 who has the Gojek application on their cellphones. The procedure for taking
illustrations was tried using probability sampling methods. The information collection
procedure used in this research is a questionnaire or questionnaire that will be distributed
online.
RESULT AND DISCUSSION
A. Analysis of Respondent Characteristics
In this study, the number of samples used was 100 respondents, with the criteria
of gender, age, education level, and city of domicile. The complete characteristics of the
respondents are presented in Table 1.
Table 1 Characteristics of Respondents
No
Characteristics
Total
Percentage
1
Gender
Male
35
35%
Female
65
65%
Dhandy Dwi Yustica
The effect of experiential marketing and paylater features on customer
satisfaction and repeat interest 266
Based on Table 1 of the total 100 respondents, there are 35 male respondents or
35% and 65 female respondents or as many as 65%. This indicates that more Gojek users
who simultaneously use the PayLater feature are women than men. The age
characteristics resulted in data for 96 people aged 21-33 years or 96%, and only 4 people
who were over 33 years old. This characteristic indicates that Gojek users and PayLater
features are dominated by women.
Based on the education level, there are 6 people with a junior high / high school
education, 88 people with a D3 / S1 education, and 6 people with a master's education
background. This indicates that Gojek users and the PayLater feature are dominated by
respondents with D3 and S1 education. Looking at the city of origin of the respondents,
35 respondents are domiciled in DKI Jakarta, 35 respondents are domiciled in the Bogor,
Depok, Tangerang and Bekasi areas, and 30 other respondents come from outside the
Greater Jakarta area. This shows that Gojek users and PayLater features are still
dominated by people who live in the Jabodetabek area.
B. Data Analysis
1. Questionnaire Validity Test
Table 2 below shows the results of the validity test of the questionnaire used in
the study:
Table .2 Validity Test Results
Variables and Indicators
R
count
Status
Experiential Marketing (X1)
Statement 1
0,567
valid
Statement 2
0,381
valid
Statement 3
0,679
valid
Statement 4
0,588
valid
Statement 5
0,381
valid
Statement 6
0,571
valid
Statement 7
0,543
valid
Statement 8
0,725
valid
Statement 9
0,528
valid
Statement 10
0,606
valid
Statement 11
0,628
valid
Statement 12
0,579
valid
Statement 13
0,633
valid
Statement 14
0,354
valid
Statement 15
0,648
valid
PayLater Features (X2)
Statement 16
0,650
valid
Statement 17
0,637
valid
Statement 18
0,844
valid
Statement 19
0,801
valid
Statement 20
0,750
valid
Statement 21
0,680
valid
Statement 22
0,551
valid
Statement 23
0,726
valid
Customer Satisfaction (Y1)
Statement 24
0,867
valid
Statement 25
0,844
valid
Statement 26
0,902
valid
Repurchase Interest (Y2)
Statement 27
0,834
valid
Statement 28
0,926
valid
Statement 29
0,919
valid
Source: Data processed (2020)
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Based on Table 2 to test the validity of the experiential marketing variable items,
PayLater product features, customer satisfaction, and repurchase interest, the entire
Pearson Correlation Coefficient score for each question in this study is greater than the R-
Table (0.1966). This indicates that all question items in this study are valid.
2. Questionnaire Reliability Test
Table 3 below shows the results of the reliability test on the questionnaire used in
the study:
Table 3 Research Indicator Reliability Test Results
Variable
Cronbach’s
Alpha
Cronbach’s
Alpha Standard
Result
Experiential Marketing (X1)
0.846
0.6
Reliable
PayLater Product Features
(X2)
0.841
0.6
Reliable
Customer Satisfaction (Y1)
0.845
0.6
Reliable
Repurchase Interest (Y2)
0.871
0.6
Reliable
Source: Data processed (2020)
From Table 3 shows that the Cronbach's Alpha value for the experiential
marketing (XI) variable, PayLater product features (X2), customer satisfaction (Y1) and
purchase intention (Y2) is above 0.6 so it can be concluded that the questionnaire items of
this study can be said reliable or trusted as a means of collecting data in research.
3. Classic Assumption Test Results
a) Normality Test
Normality testing is done using the P-P Plot graph. Normal data is data whose
points spread around the diagonal line and there are no data points that spread far from
the diagonal line. The data in this study were normally distributed, because the histogram
forms mountains and does not tilt to the left or to the extreme right, as shown in Figures 1
and 2.
Figure 1 Normality Test Results for Model 1
Source: Data Processed (2020)
Dhandy Dwi Yustica
The effect of experiential marketing and paylater features on customer
satisfaction and repeat interest 268
Figure 2 Normality Test Results for Model 2
Source: Data Processed (2020)
Based on the test results on models 1 and 2, it can be seen that the points are not
far from the diagonal line. This shows that the regression model is normally distributed.
b) Heteroscedasticity Test
Heteroscedasticity testing is carried out using the Scatter Plot as shown in Figure
3 and Figure 4 as follows:
Figure 3 Scatterplot Heteroscedasticity Test Model 1
Source: Data Processed (2020)
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Figure 4 Scatterplot Heteroscedasticity Test Model 2
Source: Data Processed (2020)
Based on Figure 3 and Figure 4, it shows that there is no heteroscedasticity in this
research data, the distribution of data points on the scatterplot does not form a certain
pattern. So, the conclusion of the validity of the research results is that the research model
that has been made has met all the requirements required, so that the path analysis model
model 1 and model 2 are feasible or correct.
4. Hypothesis Test Results
Sourced from a framework formed like Photo 5, in this research, 2 substructures
are created, namely the initial substructure that looks at the influence between
experiential marketing variables and PayLater product features on customer satisfaction
(Jalan Model 1), as well as a second substructure for viewing experiential marketing
variables, features PayLater products, as well as consumer satisfaction with repurchase
attention (Jalan Model 2), the analysis steps are described in the road analysis as follows:
a) Result of Model Path Analysis Test1
To recognize the magnitude of the effects of experiential marketing variables and
PayLater product features on customer satisfaction partially or each so that it can be tried
using the t-test and to identify the effects simultaneously or jointly using the F-test, by
looking at the value the significance of the research and after that comparing it with an
Alpha value is 0, 05.
Meanwhile, to determine the amount of influence can be seen in the coefficient
value. The test results can be seen in Table 4 below:
Table 4 T-Test and F-Test Path Model 1
Type of Test
Type of Test
Value
Information
Coefficient
Significance
T-test
Experiential Marketing (X1)
0.124
0.000
Significant
PayLater Product Features
(X2)
0.131
0.001
Significant
F-test
Experiential Marketing (X1)
0.464
0.000
Significant
PayLater Product Features
(X2)
Source: Data processed (2020)
Dhandy Dwi Yustica
The effect of experiential marketing and paylater features on customer
satisfaction and repeat interest 270
Hypothesis 1
H1: There is a significant effect of Experiential Marketing on Customer Satisfaction
Conclusion: Hypothesis 1 is accepted
Hypothesis 2
H2: There is a significant effect of the PayLater feature on Customer Satisfaction
Conclusion: Hypothesis 2 is accepted
Hypothesis 3
H3: There is a simultaneous significant effect of Experiential Marketing and PayLater
Features on Customer Satisfaction
Conclusion: Hypothesis 3 is accepted
Based on Table 4 in the t-test, it can be seen that the influence of experiential
marketing variables on customer satisfaction is 0.124 with a significance of 0.000, the
effect of PayLater's product features on customer satisfaction is 0.131 with a significance
of 0.001. This data shows that all independent variables have an Alpha value of less than
0.05, which means that these variables have a significant and positive effect.
In the F-test, it can be seen that the simultaneous influence of experiential marketing and
PayLater product features on customer satisfaction is indicated by a significance of 0.000
which is smaller than the Alpha value of 0.05. Based on the results of the path analysis
model 1 test, the equation can be determined as follows:
Path Determination Coefficient Model 1
The coefficient of determination (KD) from path model 1 can be seen from the
calculation results in the model summary, especially the R Square number which is
presented in Table 5 below.
Table 5 Analysis Results of Path Determination Coefficient Model 1
Source: Data processed (2020)
From the previous Table 4, the value of Sig. F Change 0.000 or <0.05 so that the
path analysis model carried out is said to be valid. Judging from Table 5, the value of R
Square is 0.464, this means that the experiential marketing variable and PayLater product
features determine 46.4% of customer satisfaction and 53.6% are explained by other
reasons not examined.
b) Result of Model 2 Path Analysis Test
To find out the magnitude of the effects of experiential marketing variables,
PayLater product features, and customer satisfaction on the repurchase interest partially
or respectively, it can be done using the t-test and to determine the effects simultaneously
or jointly using the test- F, by looking at the significance value of the study and then
comparing it with an Alpha value of 0.05.
Y
1
= 0,871 + 0,124 (X
I
) + 0,131 (X
2
)
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Meanwhile, to determine the amount of influence can be seen in the coefficient
value. The test results can be seen in Table 6 below:
Table 6 T-test and F-Test of Path Model 2
Type of
Test
Type of Test
Value
Information
Coefficient
Significance
T-test
Experiential Marketing
(X1)
0.131
0.000
Significant
PayLater Product
Features (X2)
-0.049
0.293
Not Significant
Customer Satisfaction
(Y1)
0,411
0,001
Significant
F-test
Experiential Marketing
(X1)
0.444
0.000
Significant
PayLater Product
Features (X2)
Customer Satisfaction
(Y1)
Source: Data processed (2020)
Hypothesis 4
H4: There is a significant effect of Experiential Marketing on Repurchase Attention
Conclusion: Hypothesis 4 is accepted
Hypothesis 5
H5: There is no significant effect of the PayLater feature on Repurchase Attention
Conclusion: Hypothesis 5 is rejected
Hypothesis 6
H6: There is a significant effect of Customer Satisfaction on Repurchase Attention
Conclusion: Hypothesis 6 is accepted
Hypothesis 7
H7: There is a significant influence simultaneously Experiential Marketing, PayLater
Features, and Customer Satisfaction on Repurchase Attention
Conclusion: Hypothesis 7 is accepted
Sourced in Table 6 in the T-test, it appears that the influence of experiential
marketing variables on repurchase attention is 0.131 with a significance of 0, 000, the
effect of PayLater product features on repurchase attention is 0.049 with a significance of
0.293, and the effect of satisfaction consumers towards repurchase attention is 0, 411 with
a significance of 0.001. This information shows that the experiential marketing variable
and customer satisfaction have an Alpha value of less than 0.05, which means that these
variables have a significant and positive influence. On the other hand, the PayLater
product feature variable has an Alpha value of more than 0.05, which means that it has no
significant effect on repurchase attention, and has a negative or unidirectional effect on
repurchase attention.
In the F-test, it can be seen that the effect of experiential marketing, PayLater
product features, and customer satisfaction simultaneously on repurchase interest is
shown with a significance of 0.000 which is smaller than 0.05. Based on the results of the
path analysis model 2 test, the equation can be determined as follows:
Path Determination Coefficient Model
Y
2
= 1,161 + 0,131 (X
I
) - 0,049 (X
2
) + 0,411 (Y
1
)
Dhandy Dwi Yustica
The effect of experiential marketing and paylater features on customer
satisfaction and repeat interest 272
The coefficient of determination (KD) from path model 2 can be seen from the
calculation results in the Summary model, especially the R Square number which is
presented in Table 7 below.
Table 7 Analysis Results of Path Determination Coefficient Model 2.
Source: Data Processed (2020)
From the previous Table 6, the value of Sig. F Change 0.000 or <0.05 so that the
path analysis model carried out is said to be valid. Judging from Table 4.7, the value of R
Square is 0.444, this means that the variable experiential marketing, PayLater product
features, and customer satisfaction determine 44.4% of repurchase interest and 55.6% is
explained by other reasons not examined.
c) Result of Path Analysis Model 1 and Model 2
The following is a summary of the results of the calculation of the effect on path
analysis model 1 and path model 2 as shown in Table 8 below:
Table 8 Direct, Indirect and Total Effects
Path
way
Mod
el
Hypot
hesis
Influence
Variable
Effect
Re
mai
nin
g
Total
Direct
Indirect
via Y1
1
H1
X1 Y1
0,124
0,143
H2
X2 Y1
0,131
0,131
H3
X1, X2 Y1
0,464
0,53
6
1,000
2
H4
X1 Y2
0,131
0,050
0,181
H5
X2 Y2
-0,049
0,053
0,004
H6
Y1 Y2
0,411
0,411
H7
X1, X2, Y1
Y2
0,444
0,55
6
1,000
Source: Data Processed (2020)
By looking at Table 8, it can be seen that the effect of experiential marketing and
PayLater product features partially and directly on customer satisfaction is significant and
positive, with a value of 0, 124 and 0, 131. Partially, the PayLater product feature
variable has a stronger influence than experiential marketing on customer satisfaction.
Furthermore, experiential marketing variables and PayLater product features
simultaneously also affect customer satisfaction with a value of 0, 464. In model 1, the
effect of experiential marketing and PayLater product features simultaneously on
customer satisfaction is the very dominant or the largest way.
Next it is known that there is no significant influence between PayLater product
features on direct repurchase attention, this case shows that the presence of PayLater
product features on the Gojek application is not the main aspect for consumers to reuse
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the Gojek application. On the other hand, experiential marketing and customer
satisfaction each directly and positively influence repurchase attention with a value of 0,
131 and 0, 411. Partially, the consumer satisfaction variable has a stronger influence than
the experiential marketing variable and PayLater product features on repurchase attention
variable. Furthermore, experiential marketing variables, PayLater product features, and
consumer satisfaction simultaneously also affect repurchase attention with a value of
0.444. In model 2, the effect of experiential marketing, PayLater product features, and
consumer satisfaction simultaneously on repurchase attention is the road is very dominant
or the largest.
Based on the research results, it is known that there is an influence between
experiential marketing and PayLater product features indirectly on repurchase interest
through customer satisfaction which has a value of 0.050 and 0.053.
Empirical Causal between Pathways Model 1 and Model 2
Based on the results of the t-test, F-Test, Correlation Coefficient and Coefficient
of Determination R2 in Path Analysis Model 1 and Path Analysis Model 2 as presented in
Figure 4.5 below:
Fig. 5. Empirical Causal between Pathways Model 1 and Model 2
Source: Data processed (2020)
5. Correlation Matrix
a) Correlation Between Variables
In order to determine the level of strength of the relationship between each
variable, it can be done by testing the correlation coefficient between variables as in table
9 below:
Table 9 Correlation Coefficient between Variables
Source: Data Processed (2020
Variable
Experiential
Marketing
(X1)
PayLater
Product
Features
(X2)
Customer
Satisfaction
(Y1)
Purchase Interest
(Y2)
Experiential
Marketing (X1)
0,561
0,632
0,610
PayLater
Product
Features (X2)
0,561
0,566
0,349
Customer
Satisfaction
(Y1)
0,632
0,566
0,584
Purchase
Interest (Y2)
0,610
0,349
0,584
0,4
Experien
tial
Fitur
Produk
Custome
r
Purchase
Interest
-
0,1
0,1
0,4
0,1
0,5
0,5
0,4
0
Dhandy Dwi Yustica
The effect of experiential marketing and paylater features on customer
satisfaction and repeat interest 272
Based on Table 9, the results of the variable correlation coefficient can be
interpreted that there is a correlation between experiential marketing (X1) and PayLater
product features (X2) of 0.561, the correlation between experiential marketing (X1) and
customer satisfaction (Y1) is 0.632, and there is a correlation between experiential
marketing (X1) and repurchase interest (Y2) of 0.610. Next, there is a correlation
between PayLater product features and customer satisfaction (Y1) of 0.566, and a
correlation between PayLater product features (X2) and repurchase interest (Y2) of 0.349,
and there is a correlation between customer satisfaction (Y1) and repurchase interest (Y2)
of 0.584. The correlation between the aforementioned variables is significant because the
significance level of each of these relationships is 0.000 or less than 0.005.
b) Inter-Dimensional Correlation
To find out which dimensions have a strong influence, it can be seen from the
inter-dimensional matrix as in Table 10 below:
Table 10 Matrix of Inter-Dimensional Correlation Analysis
Source: Data Processed (2020)
From table 10, the highest correlation between experiential marketing variables to
the variable customer satisfaction and repurchase interest lies in the act dimension. This
means that experiences such as improving the physical experience of consumers, showing
consumers alternative and innovative ways, alternative lifestyles, and creating special
interactions are needed to generate satisfaction in consumers who can eventually return to
using these products at a later date.
The highest correlation between PayLater product feature variables and customer
satisfaction and repurchase interest lies in the feature completeness dimension. This
shows that maintaining consistency in maintaining the completeness of features, even
always updating the completeness of a feature, can make users of a product or service
always feel satisfied and remain loyal to use these features. Furthermore, the highest
Variable
Dimensions
Customer Satisfaction (Y1)
Purchase Interest (Y2)
Emotio
nal
Right Decision
Product
Quality
Total
Reuse Plan
Recomme
ndations
to Others
Fundamental
Needs for
Products
Total
Y1.1
Y1.2
Y1.3
Y1
Y2.1
Y2.2
Y2.3
Y2
Experiential
Marketing
(X1)
Sense
X1.1
0,445
0,350
0,278
1,073
0,419
0,426
0,332
1,177
Feel
X1.2
0,543
0,363
0,467
1,373
0,351
0,294
0,271
0,916
Think
X1.3
0,422
0,358
0,404
1,184
0,281
0,493
0,484
1,258
Relate
X1.4
0,481
0,391
0,413
1,285
0,386
0,492
0,423
1,301
Act
X1.5
0,434
0,581
0,472
1,487
0,505
0,593
0,515
1,613
PayLater
Product
Features
(X2)
Diversity
Features
X2.1
0,471
0,271
0,422
1,164
0,221
0,209
0,257
0,687
Quality
Features
X2.2
0,461
0,174
0,359
0,994
0,171
0,155
0,157
0,483
Importance of
Features
X2.3
0,408
0,354
0,341
1,103
0,329
0,268
0,299
0,896
Completeness
of Features
X2.4
0,607
0,399
0,493
1,499
0,330
0,320
0,316
0,966
Customer
Satisfaction
(Y1)
Emotional
Y1.1
0,482
0,401
0,391
1,274
Right Decision
Y1.2
0,662
0,543
0,504
1,709
Product Quality
Y1.3
0,356
0,406
0,407
1,169
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correlation between the variables of customer satisfaction and repurchase interest lies in
the emotional dimension. This shows that a sense of satisfaction that has arisen in the
mind of a consumer can encourage the consumer to voluntarily return to using a product
or service that has been used at a later date.
C. Discussion of Research Results
Based on the results of the study using path analysis, two sub-structures were
obtained with the following discussion:
1. Path Analysis Model 1
The first analysis shows that experiential marketing has a positive and significant
effect on customer satisfaction, this is in accordance with previous research conducted by
Kusumawati (2011), Natasha and Kristanti (2013), and Febrini (2019) where experiential
marketing factors significantly affect satisfaction consumer. This shows that experiential
marketing is the main factor driving consumers to use the Gojek application, namely
when consumers always feel they need the Gojek application to help with their daily
activities. This can happen if the Gojek application always makes the needs of consumers
a reference in developing a business. From the research results, the act dimension has the
highest correlation with customer satisfaction, where the act variable can show the level
of a consumer's lifestyle. That is, by enhancing the physical experience of consumers,
showing consumers alternative and innovative ways, alternative lifestyles, and creating
special interactions, Gojek can make consumers always feel satisfied with the services
they have. Thus being consistent in seeking insights from consumers can be useful for
knowing the development of consumer needs.
With an era that can develop very rapidly like today, Gojek is always required to
build innovations that can benefit its consumers. These innovations can be built from the
wants and needs of the consumers.
The second analysis shows that PayLater product features have a positive and
significant effect on customer satisfaction. These results are in line with previous research
conducted by Pranata (2017), Irawan (2018), and Puspita (2016) where the dimensions of
product features such as product quality, product completeness, product diversity, and
product importance have a positive and significant on customer satisfaction. This shows
that Gojek users and especially PayLater feature users always expect this feature to be a
facility that can help them when carrying out the payment transaction process.
From the research results, the feature completeness dimension has the highest
correlation with customer satisfaction compared to other dimensions. Thus, consistency
in maintaining the completeness of PayLater features and even always making the latest
innovations in the PayLater feature can make PayLater feature users feel satisfied and
remain loyal to use these features. Methods that can be done include completing the list
of affiliated banks, enriching PayLater repayment options, and creating a method that can
make it easier for consumers to make payment transactions, for example, with just one
click, consumers can easily pay PayLater bills. The third analysis shows that the
experiential marketing variables and PayLater product features together (simultaneously)
have a positive and significant effect on customer satisfaction.
In the sub-structure of model 1, the variable that has the most significant effect
partially on the consumer satisfaction variable is the PayLater product feature variable,
which is 0.131.
This shows that based on this research, the more influential factor in generating
satisfaction among Gojek application users is the PayLater feature, which consumers can
Dhandy Dwi Yustica
The effect of experiential marketing and paylater features on customer
satisfaction and repeat interest 276
use in the payment transaction process in the Gojek application. The convenience and
other benefits offered by the PayLater feature are in fact very much felt by consumers in
helping during the payment transaction process, so that consumers can feel satisfied after
using the services in the Gojek application. In addition, payment systems such as buy
today and pay at the end of the month are popular with users, so Gojek users don't have to
worry if one day they don't bring cash or the GoPay balance is no longer available.
Based on the results of this research, it can be a reference for Gojek to continue to
develop the PayLater features in the Gojek application. Innovations and developments
that can be done can be in the form of terms and conditions that make it easier, affordable
costs, and allow Gojek users to use the PayLater feature in all activities related to Gojek.
That way, consumers will always be satisfied using the PayLater feature and using the
Gojek application in their daily activities.
2. Path Analysis Model 2
In the sub-structure of model 2, the first analysis shows that the experiential
marketing variable is proven to have a positive and significant effect on repurchase
interest. This is in accordance with previous research conducted by Lionora (2015) and
Handayani (2017), where the experiential marketing variable has a positive and
significant effect on repurchase interest. This suggests that a factor experiences from
consumers can also help Gojek in developing products so that the innovations created can
be a major factor for consumers intending to return to using the Gojek application
tomorrow. The dimension that has the highest correlation is act, meaning that if Gojek
wants its consumers to always reuse the Gojek application, then innovations that can
make consumers feel suitable and assisted in using Gojek can continue to be developed.
So that in the end consumers will return to using the Gojek application at a later date. In
addition, when Gojek succeeds in making its consumers think that the Gojek application
is part of its lifestyle, it can trigger consumers to use the Gojek application repeatedly.
The results of the next analysis show that PayLater product features do not have a
significant effect on repurchase interest, this is in line with previous research conducted
by Bahar and Sjaharuddin (2017) and Ramadhan and Santosa (2017) that product quality
which is part of product features is not has a significant effect on repurchase interest.
PayLater product features are not a significant factor in determining a consumer to return
to using the Gojek application, the PayLater product features only have a significant
effect on customer satisfaction.
From the results of this study, it can be seen that there are several other factors
that trigger consumers not to consider PayLater product features as the main factor
determining repurchase interest. Based on the results of direct interviews with 10
respondents, some stated the same thing. The administrative cost that is too large is one of
the factors. For consumers who have used the PayLater feature for quite a long time, they
have received a large PayLater limit and also quite a large administration fee. This is
what causes them to be reluctant to return to using the PayLater feature in the payment
transaction process on the Gojek application.
The results of the subsequent analysis indicate that the consumer satisfaction
variable is proven to have a positive and significant effect on repurchase interest. This is
in accordance with research conducted by Safitri (2017) and Putri and Astuti (2017) that
consumer satisfaction when using the Gojek application is a triggering factor for
consumers to return to using the Gojek application tomorrow. Consumers feel that their
choice of the Gojek application is right, and they feel that Gojek is a basic need in their
daily activities.
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If the features and conveniences in the Gojek application are always present and
consistent, consumers will always feel satisfied and in the end will return to using the
Gojek application. Furthermore, the Gojek feature which can provide space for criticism,
suggestions, and comments on every activity in the Gojek application is indeed proven to
be able to help find out what products should be developed, so that these products will be
increasingly favored by consumers. The results of further analysis show that the variable
experiential marketing, PayLater product features and customer satisfaction together
(simultaneously) have a positive and significant effect on repurchase interest.
In the sub-structure of model 2, the variable that has the most significant effect
partially on the repurchase interest variable is customer satisfaction, which is 0.411.
Based on the results of this study, it shows that the consumer satisfaction variable is the
most influential factor in the emergence of repurchase interest in consumers or Gojek
users. It is proven that when a consumer is satisfied, then naturally they will remember
the good memory and the intention will also appear to return to using the product at a
later date. In addition, they will also recommend a product or service that they value very
well to the people around them, and make the product or service a basic need that can
help in everyday life.
CONCLUSION
Based on the results of the analysis and discussion that has been conducted
regarding the effect of experiential marketing and PayLater features on customer
satisfaction and its impact on repurchase interest, it can be concluded that: It is evident
that the experiential marketing variable has a significant effect on customer satisfaction.
This shows that the approach used by Gojek in making the needs of consumers a
reference in developing innovation is the right thing to do.
It is proven that the PayLater feature has a significant effect on customer
satisfaction. In the sub-structure of model 1, the PayLater feature variable has the
strongest influence on the customer satisfaction variable. This shows that the
convenience and other benefits offered by the PayLater feature are in fact It is felt by
consumers in helping out during the payment transaction process, so that consumers can
feel satisfied after using the services available in the Gojek application. It is proven that
experiential marketing and PayLater features simultaneously have a significant effect on
customer satisfaction. This shows that experiential marketing and PayLater product
features are the main factors that can determine consumer satisfaction in using the
Gojek application.
It is proven that experiential marketing has a significant effect on repurchase
interest. This shows that the experience factor of consumers can also help Gojek in
developing products so that the innovations created can be a major factor for consumers
to intend to reuse.
Gojek application tomorrow. It is proven that the PayLater feature does not have
a significant effect on repurchase interest. This shows that PayLater product features are
not the main factor for consumers to return to using the Gojek application at a later date.
It is proven that customer satisfaction has a significant effect on repurchase
interest. This shows that when Gojek has become part of the lifestyle and becomes a
basic need in activities, consumers will return to using Gojek at a later date. It is proven
that when a consumer is satisfied, then naturally they will remember the good memory
and the intention will also appear to return to using the product at a later date.
It is proven that the experiential marketing variables, PayLater product features,
and customer satisfaction also have a positive and significant effect simultaneously on
Dhandy Dwi Yustica
The effect of experiential marketing and paylater features on customer
satisfaction and repeat interest 278
repurchase interest. This shows that to trigger reuse by consumers, Gojek is required to
always be consistent in prioritizing user experience and product feature innovation to
meet consumer needs so that they will feel satisfied and will eventually return to using
Gojek at a later date.
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