?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+PEMASARAN+SENSORIK+TERHADAP+NIAT+BELI+ULANG+KONSUMEN+MCDONALD'S+DI+KOTA+BANDAR+LAMPUNG+DENGAN+%0D%0AKEPUASAN+SEBAGAI+VARIABEL+MEDIASI&rft.creator=HILMI%2C++AUNILLAH+KAMIL&rft.subject=330+Ekonomi&rft.description=+%0D%0A++Dewasa+ini+pola+konsumsi+masyarakat+berubah%2C+masyarakat+senang+dengan+hal+yang+cepat+dan+instan+tak+terkecuali+dengan+apa+yang+mereka+makan.+Di+Indonesia+sendiri+terdapat+banyak+restoran+makanan+cepat+saji.+Faktanya%2C+berdasarkan+survey+Top+Brand+Index+2022+industri+makanan+cepat+saji+di+indonesia+selama+lima+tahun+terakhir+dari+tahun+2018+hingga+2022+didominasi+oleh+tiga+nama%2C+pertama+Kentucky+Fried+Chicken%2C+kedua+McDonald%60s%2C+dan+yang+ketiga+adalah+Hokben.+Salah+satu+brand+makanan+cepat+saji+terkemuka+yang+mampu+menguasai+pasar+di+Indonesia+salah+satunya+adalah+McDonald%60s.+McDonald%60s+membangun+banyak+gerai+di+seluruh+Indonesia+tidak+terkecuali+di+Bandar+Lampung.++Salah+satu+cara+agar+mampu+bersaing+di+tengah+ketatnya+persaingan+industri+makanan+cepat+saji%2C+salah+satu+cara+yang+bisa+dilakukan+perusahaan+adalah+menerapkan+pemasaran+sensorik+pada+usahanya.+Namun%2C+temuan+pada+kolom+ulasan+google+review+masih+banyak+konsumen+McDonald%60s+di+Kota+Bandar+Lampung+yang+mengeluhkan+tentang+pengalaman+inderawi+mereka+selama+makan+di+McDonald%60s.+Penelitian+ini+menguji+pengaruh+pemasaran+sensorik+terhadap+niat+beli+ulang+konsumen+dengan+kepuasan+sebagai+variabel+mediasi.+Pengumpulan+data+menggunakan+kuesioner+dan+pengambilan+sampel+sebanyak+250+responden+dengan+menggunakan+teknik+purposive+sampling.+Melalui+uji+analisis+statistik+deskriptif%2C+mapun+statitstik+yang+mana+data+diolah+menggunakan+software+Smart+PLS+3.0.+Hasil+penelitian+ini+menunjukkan+bahwa+semua+hipotesis+diterima.+Pemasaran+sensorik+terbukti+berpengaruh+positif+dan+signifikan+terhadap+niat+beli+ulang%2C+begitu+juga+kepuasan+berpengaruh+positif+dan+signifikan+terhadap+niat+beli+ulang%2C+serta+terdapat+hubungan+positif+dan+signifikan+antara+pemasaran+sensorik+dan+niat+beli+ulang+dengan+kepuasan+sebagai+variabel+mediasi.++Kata+Kunci%3A+Pemasaran+sensorik%2C+Kepuasan%2C+Niat+beli+ulang%2C+Pemasaran+restoran.%0D%0A%0D%0A++%0D%0A+People's+consumption+patterns+are+changing%3B+people+like+fast+and+instant+things%2C+including+what+they+eat.+In+Indonesia+alone%2C+there+are+many+fastfood+restaurants.+Based+on+the+Top+Brand+Index+2022+survey%2C+the+fastfood+industry+in+Indonesia+for+the+last+five+years%2C+from+2018+to+2022%2C+has+been+dominated+by+three+names%3A+Kentucky+Fried+Chicken%2C+McDonald's%2C+and+Hokben.+One+of+the+leading+fastfood+brands+that+can+dominate+the+market+in+Indonesia%2C+one+of+which+is+McDonald's.+McDonald's+built+many+outlets+throughout+Indonesia%2C+including+in+Bandar+Lampung.+One+way+to+be+able+to+compete+amidst+the+tight+competition+in+the+fastfood+industry%2C+one-way+companies+can+do+is+to+apply+sensory+marketing+to+their+business.+However%2C+the+findings+in+the+Google+review+column+are+that+there+are+still+many+McDonald's+consumers+in+the+city+of+Bandar+Lampung+who+complain+about+their+sensory+experience+while+eating+at+McDonald's.+This+study+examines+the+effect+of+sensory+marketing+on+consumer+repurchase+intentions%2C+with+satisfaction+as+the+mediating+variable.+They+are+collecting+data+using+a+questionnaire+and+taking+a+sample+of+250+respondents+using+a+purposive+sampling+technique.+Through+descriptive+statistical+analysis+tests+and+statistics%2C+the+data+is+processed+using+Smart+PLS+3.0+software.+The+results+of+this+study+indicate+that+all+hypotheses+are+accepted.+Sensory+marketing+is+proven+to+have+a+positive+and+significant+effect+on+repurchase+intention%2C+and+satisfaction+has+a+positive+and+significant+effect+on+repurchase+intention.+As+well+as+there+is+a+positive+and+significant+relationship+between+sensory+marketing+and+repurchase+intention+with+satisfaction+as+a+mediating+variable.++Keywords%3A+Sensory+marketing%2C+Satisfaction%2C+Repurchase+intention%2C+Restaurant+Marketing+%0D%0A&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2023-09-07&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F75972%2F1%2F1.%2520ABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F75972%2F2%2F2.%2520SKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F75972%2F3%2F3.%2520SKRIPSI%2520TANPA%2520PEMBAHASAN.pdf&rft.identifier=++HILMI%2C+AUNILLAH+KAMIL++(2023)+PENGARUH+PEMASARAN+SENSORIK+TERHADAP+NIAT+BELI+ULANG+KONSUMEN+MCDONALD'S+DI+KOTA+BANDAR+LAMPUNG+DENGAN+KEPUASAN+SEBAGAI+VARIABEL+MEDIASI.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F75972%2F