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All Journal Dinasti International Journal of Digital Business Management
Besmandala Napitupulu, Runggu
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Decision Sciences, Operations Research & Management

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Journal : Dinasti International Journal of Digital Business Management

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SENSE AND THINK MARKETING IMPLICATIONS Besmandala Napitupulu, Runggu; Lima Krisna, Nandan; Gultom, Lilis Suriani
Dinasti International Journal of Digital Business Management Vol. 1 No. 6 (2020): Dinasti International Journal of Digital Business Management (October - Novembe
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijdbm.v1i6.566

Abstract

This research is designed to find out and analyze the implications of sense and think marketing for customer satisfaction and their repurchase intention. The object is a vivo smartphone and respodents are the adult population in Medan who have made a repeat purchase. The analysis technique uses structural equation models. The results showed that marketing sense had a significant effect both on customer satisfaction and repurchase intentions; Think marketing has unsignificant effect on both satisfaction and repurchase intentions; Consumer satisfaction has a significant effect on repurchase intentions; Sense and think marketing simultaneously influence customer satisfaction; Sense marketing, think marketing, and satisfaction simultaneously effect on repurchase intentions for vivo smartphones in Medan.
Co-Authors Gultom, Lilis Suriani Lima Krisna, Nandan