As digital retail has become common, revenue at traditional retailers has naturally begun to decline, pop up market has become a go to marketing strategy that retailers looking for these days. Pop up market give brands the opportunity to optimizing the customer experience, engage customer through events and brands, and convert visitor into a loyal customers. The purpose of this study is to analyze the effects of consumer experience towards behavioral intention of loyalty through consumer event engagement and consumer brand engagement at Kepo Market in Surabaya. The data analysis technique used is the Structural Equation Model SEM to test the predetermined variables. Sample from 200 respondents was taken and proceed to determine the effect of this study. The result of this study showed that consumer experience gives an effect on behavioral intention of loyalty through consumer event engagement and consumer brand engagement. These insights have important implications for anyone who will conduct a similar study. Jessica Nathania | Christina Esti Susanti "The Effects of Consumer Experience towards Behavioral Intention of Loyalty through Consumer Event Engagement and Consumer Brand Engagement at Kepo Market in Surabaya" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-4 , June 2021, URL: https://www.ijtsrd.compapers/ijtsrd41264.pdf Paper URL: https://www.ijtsrd.commanagement/marketing/41264/the-effects-of-consumer-experience-towards-behavioral-intention-of-loyalty-through-consumer-event-engagement-and-consumer-brand-engagement-at-kepo-market-in-surabaya/jessica-nathania
International Journal of Trend in Scientific Research and Development (IJTSRD)
Volume 5 Issue 4, May-June 2021 Available Online: www.ijtsrd.com e-ISSN: 2456 – 6470
@ IJTSRD | Unique Paper ID – IJTSRD41264 | Volume – 5 | Issue – 4 | May-June 2021
Page 422
The Effects of Consumer Experience towards Behavioral
Intention of Loyalty through Consumer Event Engagement
and Consumer Brand Engagement at Kepo Market in Surabaya
Jessica Nathania1, Christina Esti Susanti2
1Graduate School of Management, 2Faculty of Business,
1,2Widya Mandala Catholic University, Surabaya, Indonesia
ABSTRACT
As digital retail has become common, revenue at traditional retailers has
naturally begun to decline, pop-up market has become a go-to marketing
strategy that retailers looking for these days. Pop up market give brands the
opportunity to optimizing the customer experience, engage customer through
events and brands, and convert visitor into a loyal customers. The purpose of
this study is to analyze the effects of consumer experience towards behavioral
intention of loyalty through consumer event engagement and consumer brand
engagement at Kepo Market in Surabaya. The data analysis technique used is
the Structural Equation Model (SEM) to test the predetermined variables.
Sample from 200 respondents was taken and proceed to determine the effect
of this study. The result of this study showed that consumer experience gives
an effect on behavioral intention of loyalty through consumer event
engagement and consumer brand engagement. These insights have important
implications for anyone who will conduct a similar study.
KEYWORDS: Consumer Experience, Consumer Event Engagement, Consumer
Brand Engagement, Behavioral Intention of Loyalty
How to cite this paper: Jessica Nathania |
Christina Esti Susanti "The Effects of
Consumer Experience towards Behavioral
Intention of Loyalty through Consumer
Event Engagement and Consumer Brand
Engagement at Kepo Market in S