The Influence of Service Quality and Experiential Marketing on Revisit Intention through Customer Satisfaction with Social Media Instagram as a Moderator Variable

The aim of this study was to highlight the impact of Service Quality and Experiential Marketing on Revisit Intention trough Customer Satisfaction with Social Media Instagram as Moderator Variabel. The research methodology used in this study is explanatory research. The study used 497 respondents who previously attended music concert Sound of Downtown event at least once. The data analysis in this study used SmartPLS 3.0 for Windows software with a sample collection method using purposive sampling method. The data analysis used is descriptive analysis and path analysis. The results of the path coefficient calculation shows that the value of path coefficient of each hypothesis surpasses the value of path coefficient except hypothesis 8. The path coefficient test result for Customer Satisfaction on Revisit Intention have a significant influence with a path coefficient value is 0.414. Only slightly different, the influence of experiential marketing on customer satisfaction is significant with a path coefficient value of 0.413. On the other hand the path coefficient test results for Service Quality does not significantly affect customer satisfaction through the moderation variable of social media with a path coefficient value is 0.001. Based on the research results, it can be concluded that service quality and experiential marketing have a significant influence on customer satisfaction and revisit intention, both directly and through customer satisfaction as a mediating variable, while social media as a moderating variable does not have a significant influence on the relationship between service quality and customer satisfaction, although it remains important as a marketing tool for promotion, interaction, and information dissemination.