Watching Sequel Movie: The Role of Customer Experience and Customer Satisfaction on Repurchase Intention

Abstract

As a rapid rising and development of technology, now days people have many alternative as preferences to look for entertainment, one of them is through movie industry. It cannot be denied that a cinema today starts to be crowdedly visited due to new movies which are really potential to attract customers attention as one of alternatives that can be chosen of all kinds of entertainments offered. Many kinds of movies have entered Indonesia’s market, there are two kinds of movies they are sequel movie or a continued plot movie and fin movie that is a movie with only one settlement. The also of this research are to analyze and discuss about the effect of customer experience towards repurchase intention through customer satisfaction. The technique of sample is non-probability sampling with judgmental sampling method. The samples are 220 people. Data analysis uses path analysis. The result of this study shows that there is a significant effect of customer experience towards repurchase intention through customer satisfaction.