Pengaruh Pemasaran, Media Sosial, dan Kepercayaan Merek terhadap Repurchase Intention Semarang

https://doi.org/10.35912/simo.v6i3.3970
Published: Oct 2, 2025

Abstract:

Purpose: This research aims to examine the impact of experiential marketing, social media marketing, and brand trust on repurchase intention, with customer satisfaction acting as an intervening variable, within the context of Umrah travel agencies in Semarang City.

Methodology/approach: A quantitative explanatory research design was employed, involving 100 respondents who had used Umrah travel services at least twice in the last five years. Data were collected via questionnaires and analyzed using SmartPLS software.

Results/findings: The results indicate that experiential marketing, social media marketing, and brand trust have a significant impact on customer satisfaction, which subsequently exerts a positive influence on repurchase intention. Customer satisfaction acts as a crucial mediating variable in these relationships.

Conclusion: The study concludes that experiential marketing, social media marketing, and brand trust have a positive and significant effect on customer satisfaction, which in turn increases repurchase intention. Among these factors, experiential marketing has the strongest influence, making its implementation highly effective in driving customer satisfaction and loyalty in Umrah travel agencies.

Limitations: The study is limited to a relatively small sample size and specific Umrah travel agencies in Semarang, thus limiting the generalizability of the findings.

Contribution: This research contributes to marketing strategies by emphasizing the pivotal role of customer satisfaction in mediating the relationship between key marketing factors and repurchase intention. It offers practical insights for Umrah travel agencies to strengthen customer loyalty and gain a competitive edge.

Keywords:
1. Brand Trust
2. Customer Satisfaction
3. Experiential Marketing
4. Repurchase Intention
5. Social Media Marketing
Authors:
1 . Dedy Gigih
2 . Asyhari Asyhari
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How to Cite
Gigih, D., & Asyhari, A. (2025). Pengaruh Pemasaran, Media Sosial, dan Kepercayaan Merek terhadap Repurchase Intention Semarang. Studi Ilmu Manajemen Dan Organisasi, 6(3), 657–671. https://doi.org/10.35912/simo.v6i3.3970
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Issue & Section
Vol. 6 No. 3 (2025): Oktober
Articles
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References

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    Astuti, C. W., & Abdurrahman. (2022). PENGARUH SOCIAL MEDIA MARKETING DAN BRAND TRUST TERHADAP MINAT BELI ULANG DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING. Journal of Advances in Digital Business and Entrepreneurship, 1(02), 33–49. https://intropublicia.org/index.php/jadbe/article/view/57

    Baisyir, F., & Quintania, M. (2021). Pengaruh Experiential Marketing terhadap Kepuasan Konsumen dan Dampaknya terhadap Loyalitas Konsumen (Studi Kasus: Konsumen J.CO Donuts&Coffee Buaran Plaza di Wilayah Jakarta Timur). Journal of Management Review, 5(1), 621–631. https://doi.org/10.25157/MR.V5I1.5137

    Balakrishnan, B. K. P. D., Dahnil, M. I., & Yi, W. J. (2014). The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y. Procedia - Social and Behavioral Sciences, 148, 177–185. https://doi.org/10.1016/J.SBSPRO.2014.07.032

    Brakus, J. J., Schmitt, B. H., Zarantonello, L., & Simon, W. E. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, 1547–7185.

    Chaudhuri, A., & Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management 2002 10:1, 10(1), 33–58. https://doi.org/10.1057/PALGRAVE.BM.2540100

    Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. https://doi.org/10.1016/S0022-4359(00)00028-2

    Darmawan, D., & Pamungkas, A. S. (2019). Pengaruh Financial Attitude, Financial Behavior, Dan Financial Knowledge Terhadap Financial Satisfaction. Jurnal Manajerial Dan Kewirausahaan, 1(2), 172–181.

    Delgado-Ballester, E., Yagüe, M. J., & Munuera-Alemán, J.-L. (2003). Development and validation of a trust scale. International Journal of Market Research , 45(1), 35–56. https://www.researchgate.net/publication/264550157_Development_and_validation_of_a_trust_scale

    Fajri, D., & Ma’ruf, J. J. (2018). PENGARUH SOCIAL MEDIA MARKETING DAN PROMOSI HARGA TERHADAP KEPUASAN KONSUMEN DAN PENGALAMAN KONSUMEN SEBAGAI VARIABEL MEDIASI PADA MASKAPAI PENERBANGAN AIRASIA DI BANDA ACEH. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 3(3), 33–48. https://doi.org/10.24815/JIMEN.V3I3.8083

    Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publishing. https://www.researchgate.net/publication/354331182

    Imania, L., & Widayanto, W. (2018). Pengaruh Experiential Marketing Dan Kepercayaan Merek (Brand Trust) Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian (Studi Kasus pada Konsumen Larissa Aesthetic Center cabang Panjaitan, Semarang). Jurnal Ilmu Administrasi Bisnis, 7(3), 341–349. https://doi.org/10.14710/JIAB.2018.21050

    Jeon, H. (2013). The Effect of Experiential Marketing on Customer Satisfaction and Revisit Intention of Beauty Salon Franchise Stores. Journal of Fashion Business, 17(3), 109–121. https://doi.org/10.12940/JFB.2013.17.3.109

    Kanopaite, V. (2015). The Impact of Experiential Marketing Use on Customer Perceived Value and Satisfaction in Lithuanian Restaurants. https://doi.org/10.13140/RG.2.1.2466.7048

    Maulida, W. U., Andari, T. T., & Yulianingsih, Y. (2024). Pengaruh Brand Trust, Customer Value dan Customer Experience terhadap Customer Satisfaction pada CV. Syifa Adventure. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 4(3), 1023–1035. https://doi.org/10.37481/JMEB.V4I3.858

    Miranda-Guerra, M. del P., Hoyos-Yrigoyn, N. D., Carrillo-Carranza, L. B., & Karina, E. (2022). Relationship between Experiential Marketing and Customer Satisfaction in the Retail Sector. IBIMA Business Review, 2022. https://doi.org/10.5171/2022.460444

    Nawi, N. C., Al-Mamun, A., Muhayiddin, M. N., & Zulkiffli, W. F. B. W. (2019). Factors Influencing the Repurchase Intention of Islamic Travel Packages in Malaysia. International Hournal of Innobation, Creativity and Change, 7(2), 433–456. https://www.ijicc.net/images/vol7iss2/7225_Nawi_2019_E_R.pdf

    Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4_suppl1), 33–44.

    Öztürk, R. (2015). Exploring the Relationships between Experiential Marketing, Customer Satisfaction and Customer Loyalty: An Empirical Examination in Konya (International Journal of Economics and Management Engineering, 6-7 Aug 2015, Vol:9, No:8, Amsterdam, Netherland, 2817-2820). World Academy of Science, Engineering and Technology Conference, 9(8). https://www.researchgate.net/publication/328676636_Exploring_the_Relationships_between_Experiential_Marketing_Customer_Satisfaction_and_Customer_Loyalty_An_Empirical_Examination_in_Konya_International_Journal_of_Economics_and_Management_Engineering_6-

    Shah, I. A., Rajper, Z. A., Ghumro, I. A., & Mahar, S. W. (2019). Experiential value mediates relationship between Experiential Marketing and Customer Satisfaction. Sukkur IBA Journal of Management and Business, 5(2), 45–61. https://doi.org/10.30537/SIJMB.V5I2.315

    Tetanoe, V. R. (2014). Pengaruh Experiential Marketing Terhadap Pembelian Ulang Dengan Kepuasan Pelanggan Sebagai Variable Intervening di Breadtalk Surabaya Town Square. Jurnal Strategi Pemasaran, 2(1), 1–12. https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/1382

    Trilaksono, A. I., & Prabowo, B. (2023). Analisis Pengaruh Experiential Marketing terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening: Studi Kasus pada Gojek di Surabaya. Reslaj: Religion Education Social Laa Roiba Journal, 5, 101. https://doi.org/10.47476/reslaj.v5i1.1262

    Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability (Switzerland), 13(1), 1–18. https://doi.org/10.3390/su13010189

  1. Alfeel, E., & Ansari, Z. A. (2019). The Impact of Social Media Marketing on Consumer Purchase Intention: Consumer Survey in Saudi Arabia. Journal of Marketing and Consumer Research, 56(0), 13–22. https://doi.org/10.7176/JMCR/56-03
  2. Astuti, C. W., & Abdurrahman. (2022). PENGARUH SOCIAL MEDIA MARKETING DAN BRAND TRUST TERHADAP MINAT BELI ULANG DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING. Journal of Advances in Digital Business and Entrepreneurship, 1(02), 33–49. https://intropublicia.org/index.php/jadbe/article/view/57
  3. Baisyir, F., & Quintania, M. (2021). Pengaruh Experiential Marketing terhadap Kepuasan Konsumen dan Dampaknya terhadap Loyalitas Konsumen (Studi Kasus: Konsumen J.CO Donuts&Coffee Buaran Plaza di Wilayah Jakarta Timur). Journal of Management Review, 5(1), 621–631. https://doi.org/10.25157/MR.V5I1.5137
  4. Balakrishnan, B. K. P. D., Dahnil, M. I., & Yi, W. J. (2014). The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y. Procedia - Social and Behavioral Sciences, 148, 177–185. https://doi.org/10.1016/J.SBSPRO.2014.07.032
  5. Brakus, J. J., Schmitt, B. H., Zarantonello, L., & Simon, W. E. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, 1547–7185.
  6. Chaudhuri, A., & Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management 2002 10:1, 10(1), 33–58. https://doi.org/10.1057/PALGRAVE.BM.2540100
  7. Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. https://doi.org/10.1016/S0022-4359(00)00028-2
  8. Darmawan, D., & Pamungkas, A. S. (2019). Pengaruh Financial Attitude, Financial Behavior, Dan Financial Knowledge Terhadap Financial Satisfaction. Jurnal Manajerial Dan Kewirausahaan, 1(2), 172–181.
  9. Delgado-Ballester, E., Yagüe, M. J., & Munuera-Alemán, J.-L. (2003). Development and validation of a trust scale. International Journal of Market Research , 45(1), 35–56. https://www.researchgate.net/publication/264550157_Development_and_validation_of_a_trust_scale
  10. Fajri, D., & Ma’ruf, J. J. (2018). PENGARUH SOCIAL MEDIA MARKETING DAN PROMOSI HARGA TERHADAP KEPUASAN KONSUMEN DAN PENGALAMAN KONSUMEN SEBAGAI VARIABEL MEDIASI PADA MASKAPAI PENERBANGAN AIRASIA DI BANDA ACEH. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 3(3), 33–48. https://doi.org/10.24815/JIMEN.V3I3.8083
  11. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publishing. https://www.researchgate.net/publication/354331182
  12. Imania, L., & Widayanto, W. (2018). Pengaruh Experiential Marketing Dan Kepercayaan Merek (Brand Trust) Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian (Studi Kasus pada Konsumen Larissa Aesthetic Center cabang Panjaitan, Semarang). Jurnal Ilmu Administrasi Bisnis, 7(3), 341–349. https://doi.org/10.14710/JIAB.2018.21050
  13. Jeon, H. (2013). The Effect of Experiential Marketing on Customer Satisfaction and Revisit Intention of Beauty Salon Franchise Stores. Journal of Fashion Business, 17(3), 109–121. https://doi.org/10.12940/JFB.2013.17.3.109
  14. Kanopaite, V. (2015). The Impact of Experiential Marketing Use on Customer Perceived Value and Satisfaction in Lithuanian Restaurants. https://doi.org/10.13140/RG.2.1.2466.7048
  15. Maulida, W. U., Andari, T. T., & Yulianingsih, Y. (2024). Pengaruh Brand Trust, Customer Value dan Customer Experience terhadap Customer Satisfaction pada CV. Syifa Adventure. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 4(3), 1023–1035. https://doi.org/10.37481/JMEB.V4I3.858
  16. Miranda-Guerra, M. del P., Hoyos-Yrigoyn, N. D., Carrillo-Carranza, L. B., & Karina, E. (2022). Relationship between Experiential Marketing and Customer Satisfaction in the Retail Sector. IBIMA Business Review, 2022. https://doi.org/10.5171/2022.460444
  17. Nawi, N. C., Al-Mamun, A., Muhayiddin, M. N., & Zulkiffli, W. F. B. W. (2019). Factors Influencing the Repurchase Intention of Islamic Travel Packages in Malaysia. International Hournal of Innobation, Creativity and Change, 7(2), 433–456. https://www.ijicc.net/images/vol7iss2/7225_Nawi_2019_E_R.pdf
  18. Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4_suppl1), 33–44.
  19. Öztürk, R. (2015). Exploring the Relationships between Experiential Marketing, Customer Satisfaction and Customer Loyalty: An Empirical Examination in Konya (International Journal of Economics and Management Engineering, 6-7 Aug 2015, Vol:9, No:8, Amsterdam, Netherland, 2817-2820). World Academy of Science, Engineering and Technology Conference, 9(8). https://www.researchgate.net/publication/328676636_Exploring_the_Relationships_between_Experiential_Marketing_Customer_Satisfaction_and_Customer_Loyalty_An_Empirical_Examination_in_Konya_International_Journal_of_Economics_and_Management_Engineering_6-
  20. Shah, I. A., Rajper, Z. A., Ghumro, I. A., & Mahar, S. W. (2019). Experiential value mediates relationship between Experiential Marketing and Customer Satisfaction. Sukkur IBA Journal of Management and Business, 5(2), 45–61. https://doi.org/10.30537/SIJMB.V5I2.315
  21. Tetanoe, V. R. (2014). Pengaruh Experiential Marketing Terhadap Pembelian Ulang Dengan Kepuasan Pelanggan Sebagai Variable Intervening di Breadtalk Surabaya Town Square. Jurnal Strategi Pemasaran, 2(1), 1–12. https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/1382
  22. Trilaksono, A. I., & Prabowo, B. (2023). Analisis Pengaruh Experiential Marketing terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening: Studi Kasus pada Gojek di Surabaya. Reslaj: Religion Education Social Laa Roiba Journal, 5, 101. https://doi.org/10.47476/reslaj.v5i1.1262
  23. Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability (Switzerland), 13(1), 1–18. https://doi.org/10.3390/su13010189