THE INFLUENCE OF CUSTOMER INVOLVEMENT IN MEMORABLE CUSTOMER EXPERIENCE (MCE) IN MEDIATING THE EFFECT OF EXPERIENTIAL MARKETING ON REVISIT INTENTION AT BEACHWALK BALI
DOI:
https://doi.org/10.5281/zenodo.20097077Keywords:
Experiential Marketing, Memorable Customer Experience, Revisit IntentionAbstract
This study aims to analyze the effect of experiential marketing on revisit intention through the mediating role of memorable customer experience among visitors of Beachwalk Bali. The study employed a quantitative approach with an associative research design grounded in the Stimulus–Organism–Response (SOR) theory. A total of 160 respondents were selected using purposive sampling techniques. Data were collected through Likert-scale questionnaires and analyzed using Hayes PROCESS Macro Model 4 with a bootstrapping approach. The findings reveal that experiential marketing has a positive and significant effect on both memorable customer experience and revisit intention. Memorable customer experience also exerts a positive and significant influence on revisit intention and is proven to partially mediate the relationship between experiential marketing and revisit intention. These findings indicate that a memorable shopping experience can enhance visitors’ intentions to revisit Beachwalk Bali.
References
Ahmed, B., Zada, S., Zhang, L., Sidiki, S. N., Contreras-Barraza, N., Vega- Muñoz, A., & Salazar-Sepúlveda, G. (2022). The Impact of Customer Experience and Customer Engagement on Behavioral Intentions: Does Competitive Choices Matters? Frontiers in Psychology, 13, 864841. https://doi.org/10.3389/fpsyg.2022.864841
Alexander, B., & Varley, R. (2025). Retail futures: Customer experience, phygital retailing, and the Experiential Retail Territories. Journal of Retailing and Consumer Services, 82, 104108. https://doi.org/10.1016/j.jretconser.2024.104108
Ali, F., Hussain, K., & Ragavan, N. A. (2015). Memorable Customer Experience: Examining the Effects of Experiential Marketing on Revisit Intention. International Journal of Hospitality Management, 44, 14–20. https://doi.org/10.1016/j.ijhm.2014.09.009
Ardiani, N. P. A., & Sukawati, T. G. R. (2025). Pengaruh Experiential Marketing terhadap Revisit Intention di Destinasi Wisata Bali. Jurnal Ilmiah Pariwisata, 30(1), 45–57.
Bagozzi, R. P. (1986). Principles of Marketing Management. Science Research Associates. https://www.worldcat.org/title/13670874
Bramantoko, B., & Maridjo, H. (2024). The Influence of Experiential Marketing on Customer Loyalty Mediated by Customer Satisfaction. Journal of World Science, 3(1), 93--104. https://doi.org/10.58344/jws.v3i1.531
Bruce, M., Dall'Olmo Riley, F., & Walters, D. (2023). Omnichannel operations and retail performance in the post-pandemic era. Journal of Retailing and Consumer Services, 71, 103189. https://doi.org/10.1016/j.jretconser.2022.103189
Peter, J. P., & Olson, J. C. (2010). Consumer Behavior & Marketing Strategy(9th ed.). McGraw-Hill. https://www.worldcat.org/title/436030930
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 76(4),97–105. https://hbr.org/1998/07/welcome-to-the-experience-economy
Rasoolimanesh, S. M., Seyfi, S., & Hall, C. M. (2021). Experiential Authenticity and Memorable Tourism Experiences. Journal of Destination Marketing & Management, 19, 100404. https://doi.org/10.1016/j.jdmm.2020.100404
Rather, R. A., & Hollebeek, L. D. (2021). Customers' Service-Related Engagement, Experience, and Behavioral Intent: Moderating Role of Age. Journal of Retailing and Consumer Services, 60, 102453. https://doi.org/10.1016/j.jretconser.2021.102453
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/026725799784870496
Schmitt, B., & Zarantonello, L. (2013). Consumer Experience and Experiential Marketing: A Critical Review. Review of Marketing Research, 10, 25–61. https://doi.org/10.1108/S1548-6435(2013)0000010006
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill- Building Approach (7th ed.). Wiley. https://books.google.com/books?id=xeRzjwEACAAJ
Shahid, A., Azhar, S. M., & Abbas, A. (2022). Experiential Marketing and Memorable Customer Experiences: An Empirical Study. Cogent Business & Management, 9(1), 2067189.https://doi.org/10.1080/23311975.2022.2067189
Sharma, P., Chen, I. S. N., & Luk, S. T. K. (2022). Experiential Marketing and Customer Loyalty: The Mediating Role of Memorable Experiences. Journal of Services Marketing, 36(2), 227–239. https://doi.org/10.1108/JSM-08-2020-0313
Taraoktavia, D., & Indarwati, N. (2021). Experiential Marketing terhadap Revisit Intention pada Wisata Surabaya. Jurnal Manajemen, 13(1), 12–25.
Tian, K. (2022). Experiential Marketing: A Critical Review and Future Research Directions. Journal of Business Research, 145, 735–747. https://doi.org/10.1016/j.jbusres.2022.03.017
Tsaur, S.-H., Chiu, Y.-T., & Wang, C.-H. (2007). The Visitors Behavioral Consequences of Experiential Marketing: An Empirical Study on Taipei Zoo. Journal of Travel & Tourism Marketing, 21(1), 47–64. https://doi.org/10.1300/J073v21n01_04
Woodworth, R. S. (1928). Dynamic Psychology. Columbia University Press. https://archive.org/details/dynamicpsycholog031517mbp
Wu, H.-C., Li, T., & Li, M. (2014). A Study of Experiential Quality, Experiential Value, Experiential Satisfaction, Theme Park Image, and Revisit Intention. Journal of Hospitality & Tourism Research, 38(2), 137–169. https://doi.org/10.1177/1096348012461544
Xu, X., Li, Q., & Zhou, Y. (2022). The Impact of Brand Attachment on Revisit Intention in Hospitality. Journal of Hospitality and Tourism Management, 52, 78– 87. https://doi.org/10.1016/j.jhtm.2022.05.006
Yogiswari, N. L. P., Gorda, A. A. N. A. P., & Dewi, I. G. A. M. (2021). Pengaruh Experiential Marketing terhadap Revisit Intention Wisatawan di DTW Monkey Forest Ubud. Jurnal Ekonomi & Bisnis Jagaditha, 8(2), 104–112. https://doi.org/10.22225/jj.8.2.3356.104-112
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.1177/002224299606000203
