PENGARUH SOSIAL MEDIA MARKETING, EXPERIENTAL MARKETING, DAYA TARIK PRODUK TERHADAP MINAT BERKUNJUNG ULANG GENERASI Z DI BANDAR LAMPUNG PADA KULINER LAMPUNG FESTIVAL

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Abstrak

Tujuan penelitian ini untuk mengetahui pengaruh Sosial Media Marketing (X₁), Experiental Marketing (X₂), Dan Daya Tarik Produk (X₃) terhadap minat berkunjung ulang Generasi Z (Y) di Bandar Lampung pada Kuliner Lampung Festival. Metode penelitian ialah kuantitatif deskriptif dengan mengambil beberapa sampel dari total seluruh populasi yang mengikuti Event Pada Kuliner Lampung Festival, adapun responden yang peneliti ambil berdasarkan gender, usia, status sarana yang digunakan dan berapa kali mengikuti Event Pada Kuliner Lampung Festival sebanyak 318 orang. Terdapat pengaruh positif signifikan antara variabel independen Sosial Media terhadap variabel dependen minat berkunjung ulang pada event Kuliner Lampung Festival. Hasil penelitian ini yaitu terdapat pengaruh positif signifikan antara variabel independen Experience Marketing terhadap variabel dependen minat berkunjung ulang pada event Kuliner Lampung Festival. Tidak terdapat pengaruh antara variabel independen Daya Tarik Produk terhadap variabel dependen minat berkunjung ulang pada event Kuliner Lampung Festival. Penelitian ini dapat berguna untuk peneliti selanjutnya dengan menggunakan topik yang sama dengan menambah variabel yang baru objek yang berbeda, atau menggunakan topik yang sama dengan studi kasus yang berbeda seperti event event kuliner lainnya.

Kata kunci  : Social Media, Marketing, Experiental, Daya Tarik, Generasi.

Abstact

The purpose of this study was to determine the effect of Social Media Marketing (X₁), Experiential Marketing (X₂), and Product Attraction (X₃) on the interest in revisiting Generation Z (Y) in Bandar Lampung at the Lampung Culinary Festival. The research method is quantitative descriptive by taking several samples from the total population who attended the Lampung Culinary Festival Event, the respondents that the researcher took were based on gender, age, status of facilities used and how many times they attended the Lampung Culinary Festival Event as many as 318 people. There is a significant positive influence between the independent variable Social Media on the dependent variable of the interest in revisiting the Lampung Culinary Festival event. The results of this study are that there is a significant positive influence between the independent variable Experience Marketing on the dependent variable of the interest in revisiting the Lampung Culinary Festival event. There is no influence between the independent variable Product Attraction on the dependent variable of the interest in revisiting the Lampung Culinary Festival event. This study can be useful for further researchers by using the same topic by adding new variables with different objects, or using the same topic with different case studies such as other culinary events.

Keywords: Social Media, Marketing, Experiential, Attraction, Generation.