RJOAS: Russian Journal of Agricultural and Socio-Economic Sciences

ISSN 2226-1184 (Online) | Issue 8(152), August 2024

UDC 332

THE INFLUENCE OF EXPERIENTIAL MARKETING AND EWOM ON REVISIT INTENTION

THROUGH BRAND IMAGE AS AN INTERVENING VARIABLE IN CAFES IN CANGGU

Veronica Ayu Dwi Atmaja*, Ketut Ribek Pande, Nita Anggraini Ni Putu
Faculty of Economics and Business, University of Mahasaraswati, Denpasar, Indonesia
*E-mail: veronicaayu9j@gmail.com

ABSTRACT
The decline in visitation levels caused by weak revisit intentions indicates the need for more
effective marketing strategies that are in accordance with consumer preferences. This study
aims to examine and explain the role of brand image in mediating the relationship between
experiential marketing and electronic word-of-mouth (EWOM) on revisit intention. This
research uses a quantitative approach and is associative in nature. The research subjects
were consumers who had visited North Wings Canggu Cafe, with a sample of 100
respondents. Data analysis was carried out using Structural Equation Modeling (SEM) with
the help of Smart PLS 3.2.9 software. The results showed that experiential marketing has a
positive and significant effect on brand image and revisit intention, EWOM also has a positive
and significant effect on brand image and revisit intention, and brand image has a positive
and significant effect on revisit intention. In addition, brand image partially mediates the effect
of experiential marketing and EWOM on revisit intention at North Wings Canggu Cafe. This
study has theoretical implications, namely strengthening the findings of previous research, as
well as practical implications for culinary businesses, especially North Wings Canggu Café.

KEY WORDS
Experiential marketing, EWOM, brand image, revisit intention.

Bali, especially Canggu, attracts tourists with its natural beauty, art and distinctive culture.
Tourism, as a pillar of the economy, supports regional growth and culinary businesses.
However, to remain attractive, tourism must be sustainable and create memorable
experiences. Revisit intention is a marketing objective to maintain consumer loyalty and
predict future behavior. Identifying the factors that influence it is important in fierce
competition, especially in the culinary sector. The right marketing strategy is needed to
survive. Companies need to focus on retaining customers to remain loyal. Revisit intention is
important because returning and recommending tourists is the main goal of the company.
Research on the factors that influence this is needed for effective strategies. Reports show
an increase in cafes in Canggu, however 60% of existing cafes have decreased visits.
Competition from new cafes has an impact on the performance of existing cafes, such as
North Wing Canggu Cafe which experienced a decline in visits despite offering a variety of
food types. Table 1 shows data on consumer visits to North Wing Canggu Cafe in 2019-
2023.

Table 1 – Number of Customer Visits of North Wing Canggu Cafe 2019-2023

No Year Average Number of Visits / Month
1. 2019 7800
2. 2020 9500
3. 2021 10.200
4. 2022 1.800
5. 2023 2.500
Source: Interview with North Wings Canggu Cafe Management, 2023

North Wing Canggu Cafe, which opened in 2019, initially received high customer visits
and continued to increase until 2021. However, visits dropped dramatically by 80% in 2022
and increased slightly in 2023, although not significantly compared to the previous drop. A

65
 RJOAS: Russian Journal of Agricultural and Socio-Economic Sciences
ISSN 2226-1184 (Online) | Issue 8(152), August 2024

decline in visits under intense competition is challenging, so it is important to understand the

factors that influence revisit intentions. Revisit intentions are an indicator of consumer loyalty
and key to maintaining a competitive advantage in the industry. However, with the
emergence of new culinary businesses in Canggu, competition has intensified. North Wing
Canggu Cafe, despite offering interesting concepts such as "Dine with Nature," has
experienced a decline in visits due to negative reviews and mismatched consumer
expectations. Various strategies have been implemented, but consumer revisit intention has
not increased. Research shows that revisit intention is influenced by experiential marketing
(Taraoktavia & Indarwati, 2021; Wulanjani & Derriawan, 2017), electronic word of mouth
(Iriobe et al., 2018; Harahap & Dwita, 2020), and brand image (Wardi et al., 2021; Jeon,
2017). Creating unforgettable emotional experiences through experiential marketing can
increase return visit intentions. EWOM, i.e. consumer statements on the internet, also affects
revisit intentions, although some studies show different results.
Brand image is used as a mediating variable in this study. The results show that
EWOM has a greater influence through brand image than its direct influence. A good brand
image increases customer satisfaction and revisit intentions. Therefore, this study analyzes
the effect of experiential marketing, EWOM, and brand image on revisit intention at North
Wing Canggu Cafe.Previous research shows that brand image has a positive and significant
effect on revisit intention (Wardi et al., 2021; Jeon, 2017). This study aims to examine the
role of brand image in mediating the effect of experiential marketing and EWOM on revisit
intention at North Wing Canggu Cafe. Based on empirical and theoretical gaps, this study
analyzes the effect of experiential marketing, EWOM, and brand image on revisit intention.

HYPOTHESIS DEVELOPMENT

Visitors get interesting and unforgettable experiences during their visit, making them
want to visit again to feel the experience repeated again (Taraoktavia & indarwati, 2021).
Wang et al. (2019) state experiential marketing as the main driving factor for tourists to visit
again and has an effect on revisit intention. Experiential marketing is a marketing approach
that involves consumer emotions and feelings by creating unforgettable positive experiences
so that consumers consume and are fanatical about certain products (Indarwati & Tiarawati,
2019).This study is supported by research by Wulanjani and Derriawan (2020) that
Experiential marketing has a positive and significant effect on revisit intention. Taraoktavia
and Indarwati (2021) show a positive and significant relationship between experiential
marketing and revisit intention. Thus, the hypothesis that can be proposed is as follows:
H1: Experiential marketing has a positive and significant effect on revisit intention at
North Wing Canggu Cafe.
EWOM is information obtained through internet media that can help consumers who
can influence revisit intention (Hamouda et al., 2022), where this is also related to visitor
assessments about the possibility or plan to revisit the same destination (Khasawneh &
Alfandi, 2022). Utama (2020) in his research shows that there is a positive and significant
relationship between EWOM and revisit intention, it is considered that the dissemination of
information carried out by word of mouth is increasingly clear, so that it is able to provide
insight and knowledge to visitors, the level of tourist revisits will be higher and positive
reviews about a tourist attraction are able to arouse the intention of potential tourists to travel
or return to visit tourist destinations. Iriobe et al. (2021) showed a positive and significant
influence between EWOM and revisit intention. Harahap and Dwita (2020) also found that
EWOM has a positive and significant effect on revisit intention. Thus, the hypothesis that can
be proposed in this study is as follows:
H2: EWOM has a positive and significant effect on revisit intention at North Wing
Canggu Cafe.
According to Rangkuti (2019: 43) consumers who are accustomed to using certain
brands tend to have consistency with the brand image, making it possible to make a return
visit after the visit / purchase. Image as plays an important role in increasing the desire of
visitors to visit again (Taraoktavia & Indarwati, 2021). According to Kotler and Armstrong

66
 RJOAS: Russian Journal of Agricultural and Socio-Economic Sciences
ISSN 2226-1184 (Online) | Issue 8(152), August 2024

(2019), a good brand image will directly increase customer satisfaction so that customers
make repeat purchases from the same company. Parahiyanti and Hussein (2022) in their
findings show the influence of brand image on revisit intention. Furthermore, based on the
findings of Wardi et al. (2021) Brand Image has a positive and significant influence on revisit
intention. Thus, the hypothesis that can be proposed is as follows:
H3: Brand image has a positive and significant effect on revisit intention at North Wing
Canggu Cafe.
Experiential marketing is considered effective as something that is an added value for
companies to differentiate their business from other businesses/competitors, therefore
companies can form a company's brand image in the eyes of consumers (Selfia & Karneli,
2020). Jalilvand & Samiei (2019) prove the positive influence and experiential marketing on
brand image. Furthermore Rahman et al. (2021) also shows the same findings that
experiential marketing has a positive and significant effect on brand image. Hoseinzadeh and
Baktash's study (2020) shows that experiential marketing has a positive and significant
effect. Lee et al. (2020) in their findings show a positive and significant influence between
experiential marketing on brand image. Furthermore, Hyunjin (2019) shows that experiential
marketing has a positive and significant effect on revisit intention. thus, the hypothesis that
can be proposed in this study is as follows:
H4: Experiential marketing has a positive and significant effect on brand image at North
Wing Canggu Cafe.
A positive brand image will be remembered more often by consumers if it is spoken
positively, on the contrary, it becomes less remembered if it is spoken negatively by word of
mouth. EWOM functions as a way of marketing so that consumers can immediately
understand and be clear about a product brand. For this reason, various useful information
and various opinions from other people who are positive regarding a brand, EWOM can
encourage the emergence of a brand image (Samuel & Lianto, 2019). The results of testing
the research hypothesis of Samuel and Lianto (2019) show that EWOM has a positive and
significant effect on brand image. This finding can be explained that when respondents'
assessment of EWOM is getting better, it causes a higher brand image of a brand.The
results showed that the better EWOM caused the higher the brand image, EWOM messages
are very important messages for consumers when they want to get information about the
quality of a product or service, and will be an important reference in the decision-making
process (Judith and Mayzlin, 2020). EWOM can have a very strong influence on consumer
perceptions of a product (Jalilvand, 2019). The results of another study, namely by Farzin &
Fattahi (2021) also show that EWOM has a positive and significant effect on brand image.
Thus, the hypothesis that can be proposed in this study is as follows:
H5: EWOM has a positive and significant effect on brand image at North Wing
Canggu Cafe.
Wulanjani and Derianwan (2020) in their research show that the higher the value of a
restaurant's marketing experience, the higher the visitor's intention to visit again. Han et al.
(2022) and Ihtiyar et al. (2021) that experiential marketing has a significant effect both
directly and indirectly on revisit intentions. This shows that when visitors receive a perceived
experience that forms a positive perception, they will be willing to come back in the near
future. Consumers can feel the results of the choices that have been made. These results
such as feeling satisfaction or dissatisfaction with a choice as an experience when using a
brand. If consumers feel satisfaction, what happens will lead to repurchase activities (Syahidi
& Widyastuti, 2021), then there is a direct influence between experiential marketing variables,
brand image on interest in visiting again (Kresna, 2022). Thus, the hypothesis that can be
proposed in this study is as follows:
H6: Brand image is able to mediate the influence of experiential marketing and revisit
intention at North Wing Canggu Cafe.
Information contained in EWOM, both positive and negative information, can affect
brand image. When a product gets a bad review, it will have an impact on the company's
brand image. public perception of products with bad reviews will certainly affect consumer
considerations when buying a product (Dewani & Rastini, 2021). Furthermore, Dewani &

67
 RJOAS: Russian Journal of Agricultural and Socio-Economic Sciences
ISSN 2226-1184 (Online) | Issue 8(152), August 2024

Rastini (2021) show that the total effect of EWOM on intention to use is greater through
brand image than the direct effect of EWOM on intention to use without going through the
brand image variable. According to Adriyati & Indriani (2020), EWOM has a positive effect on
purchase intention with brand image as a mediating variable. Seminari (2020) states that
brand image is able to mediate EWOM on purchase intention. Thus, the hypothesis that can
be proposed in this study:
H7: Brand image is able to mediate the effect of EWOM on revisit intention at North
Wing Canggu Cafe.
METHODS OF RESEARCH

This research applies a quantitative approach and is associative in nature. The aim is
to obtain empirical evidence and analyze the relationship between experiential marketing and
EWOM on intention to revisit, with brand image as a mediating variable. The subjects of this
study were consumers who had visited North Wings Canggu Cafe, so the research was
conducted at that location in Canggu. This research took place for approximately three
months since the research permit was issued, with two months for data collection and one
month for data processing. Data were collected through questionnaires distributed online
using Google Forms. Data analysis was conducted using a Structural Equation Model (SEM)
with a variance-based SEM (VB-SEM) approach through the Smart PLS version 3.2.9
program. Sampling was carried out using non-probability sampling method and purposive
sampling technique, with a total sample of 100 people. Measurement uses a Likert scale,
with sample criteria being at least 17 years old, having a minimum high school education /
equivalent, and having visited North Wings Canggu Cafe in the last 6 months.

RESULTS OF STUDY

This study employs the Partial Least Squares (PLS) analysis approach to test the
hypotheses proposed. To assess the significance of the effects of experiential marketing and
EWOM on brand image and their impact on revisit intention, one can refer to the original
sample values, T statistics, and P-values in the path coefficient output. The thresholds for
rejecting or accepting the hypothesis are a P-value < 0.05 or a T statistic > 1.96. The results
of the path coefficients are presented in Table 2.

Table 2 – Path Coefficient Results

Original Sample Standard
Hypo- T Statistics P
Path Coefficient Between Variables Sample Mean Deviation Res.
thesis (|O/STDEV|) Values
(O) (M) (STDEV)
Experiential Marketing (X1) → Revisit
H1 0,287 0,248 0,118 2,013 0,046 Sig.
Intention (Y)
H2 EWOM (X2) → Revisit Intention (Y) 0,424 0,381 0,112 3,441 0,001 Sig.
Experiential Marketing (X1) → Brand
H3 0,327 0,298 0,080 3,712 0,000 Sig.
Image (M)
H4 EWOM (X2) → Brand Image (M) 0,588 0,569 0,076 7,497 0,000 Sig.
H5 Brand Image (M) → Revisit Intention (Y) 0,304 0,289 0,096 3,087 0,002 Sig.

Experiential marketing (X1) has been shown to have a positive and significant effect on
revisit intention (Y). This is evidenced by the path coefficient of 0.287, with a T Statistics
value of 2.013 (T Statistics > 1.96) and a P Value of 0.046 (P Value < 0.05). Therefore,
Hypothesis 1 (H1): Experiential marketing has a positive effect on revisit intention is
supported (H1 is accepted). The analysis indicates that improvements in experiential
marketing at North Wings Canggu Cafe will enhance revisit intention. Electronic Word-of-
Mouth (EWOM) (X2) has been demonstrated to have a positive and significant effect on
revisit intention (Y). This is evidenced by the path coefficient of 0.424, with a T Statistics
value of 3.441 (T Statistics > 1.96) and a P Value of 0.001 (P Value < 0.05). Consequently,
Hypothesis 2 (H2): EWOM has a positive effect on revisit intention is supported (H2 is
accepted). The analysis suggests that improvements in EWOM at North Wings Canggu Cafe
will increase revisit intention. Brand image (M) has been found to have a positive and

68
 RJOAS: Russian Journal of Agricultural and Socio-Economic Sciences
ISSN 2226-1184 (Online) | Issue 8(152), August 2024

significant effect on revisit intention (Y). This is evidenced by the path coefficient of 0.304,
with a T Statistics value of 3.087 (T Statistics > 1.96) and a P Value of 0.002 (P Value <
0.05). Thus, Hypothesis 3 (H3): Brand image has a positive effect on revisit intention is
supported (H3 is accepted). The analysis indicates that improvements in brand image at
North Wings Canggu Cafe will enhance revisit intention. Experiential marketing (X1) has
been shown to have a positive and significant effect on brand image (M). This is evidenced
by the path coefficient of 0.327, with a T Statistics value of 3.712 (T Statistics > 1.96) and a P
Value of 0.000 (P Value < 0.05). Therefore, Hypothesis 4 (H4): Experiential marketing has a
positive effect on brand image is supported (H4 is accepted). The analysis suggests that
improvements in experiential marketing at North Wings Canggu Cafe will enhance brand
image. Electronic Word-of-Mouth (EWOM) (X2) has been demonstrated to have a positive
and significant effect on brand image (M). This is evidenced by the path coefficient of 0.588,
with a T Statistics value of 7.497 (T Statistics > 1.96) and a P Value of 0.000 (P Value <
0.05). Thus, Hypothesis 5 (H5): EWOM has a positive effect on brand image is supported
(H5 is accepted). The analysis indicates that improvements in EWOM at North Wings
Canggu Cafe will enhance brand image.

Table 3 – Results of the Specific Indirect Effect Test

Standard
Original Sample Sample T Statistics
n/n Deviation P Values
(O) Mean (M) (|O/STDEV|)
(STDEV)
X1 (Experiential Marketing) → Y
0,096 0,090 0,038 2,685 0,008
(Revisit Intention)
X2 (EWOM) → M (Brand Image)
0,175 0,172 0,067 2,696 0,007
→ Y (Revisit Intention)

Based on Table 3, the indirect effects between variables are as follows: Experiential
marketing has an indirect effect on revisit intention through brand image with a correlation
value of 0.096, a T Statistic of 2.685 (which is greater than 1.96), and a P Value of 0.008
(which is less than 0.050). This indicates a significant positive indirect effect of experiential
marketing on revisit intention through brand image. Similarly, EWOM has an indirect effect on
revisit intention through brand image with a correlation value of 0.175, a T Statistic of 2.696
(which is greater than 1.96), and a P Value of 0.007 (which is less than 0.050). This indicates
a significant positive indirect effect of EWOM on revisit intention through brand image.

Table 4 – Results of the Specific Indirect Effect Test

VAF Amount Mark
Indirect Influence/ Total Influence (0,175/0,392) 0,442
Indirect Influence/ Total Influence (0,074/0,245) 0,379

In the following examination, the role of the intervening variable, brand image, in the
indirect effects of experiential marketing (X1) and Electronic Word-of-Mouth (EWOM) (X2) on
revisit intention (Y) will be analyzed. The criteria for evaluating mediation effects are based
on the Variance Accounted For (VAF) values, as shown in Table 4. If the VAF value is ≤ 20
percent, the intervening variable is not considered a mediator. A VAF value > 20 percent and
≤ 80 percent indicates that the intervening variable is a partial mediator; while a VAF value >
80 percent suggests that the intervening variable is a full mediator Table 4 shows the role of
brand image in mediating the effect of EWOM on revisit intention with a VAF value of 0.442.
This indicates that the mediating role of brand image is 44.2 percent. Since this mediation
value falls between 20 percent and 80 percent, the variable is classified as a partial mediator.
Therefore, the results of this study suggest that brand image partially mediates the
relationship between EWOM and revisit intention. The role of brand image in mediating the
effect of experiential marketing on revisit intention is presented in Table 4, which shows a
VAF value of 0.379. This implies that the mediating role of brand image is 37.9 percent. As
this mediation value also falls within the range of 20 percent to 80 percent, the variable is
categorized as a partial mediator. Consequently, the findings of this study indicate that brand
image partially mediates the relationship between experiential marketing and revisit intention.

69
 RJOAS: Russian Journal of Agricultural and Socio-Economic Sciences
ISSN 2226-1184 (Online) | Issue 8(152), August 2024

DISCUSSION OF RESULTS

Hypothesis testing on the effect of experiential marketing on revisit intention shows that
the better the experience perceived by consumers at North Wings Canggu Cafe, the higher
their intention to revisit. This indicates that the indicators contained within experiential
marketing are well-perceived and have a significant impact on revisit intention. Consumers
who have a memorable experience, improve their mood, and feel comfortable during their
visit are more likely to intend to revisit North Wings Canggu Cafe. Conversely, if consumers
do not have a positive experience, they are unlikely to have the intention to return in the
future.These results align with Zhang et al. (2023) and Kumar et al. (2022), who found that
experiential marketing has a positive and significant effect on revisit intention. When visitors
have an engaging and unforgettable experience, it increases their intention to revisit to relive
that positive experience (Zhang et al., 2023). Kumar et al. (2022) identified experiential
marketing as a key driver for tourists to return, affecting revisit intention. This study also
supports the Theory of Planned Behavior, where perceived behavioral control reflects past
experience (Istiqomah, 2020). In this study, experiential marketing relates to perceived
behavioral control, where past experience perceptions can influence revisit intentions.
Hypothesis testing on the effect of Electronic Word-of-Mouth (EWOM) on revisit
intention shows that better EWOM correlates with higher revisit intention. This indicates that
EWOM indicators are well-perceived and significantly affect consumer revisit intentions at
North Wings Canggu Cafe. Consumers who share positive feedback, recommend the place
to others, interact on social media, and post photos are more likely to revisit and recommend
the cafe. Conversely, negative EWOM results in lower revisit intentions. These findings are
consistent with Kim & Lee (2023), Garcia & Johnson (2022), and Zhang & Wang (2024), who
found that EWOM positively and significantly affects revisit intention. EWOM, obtained
through internet media, influences consumer revisit intention (Zhang & Wang, 2024), and is
related to visitors' assessments of the likelihood or plans to revisit the same destination
(Brown & Davis, 2023). Utama (2020) explains that clearer and higher positive EWOM
increases visitor insights and knowledge, leading to higher revisit intention. This study also
supports the Theory of Planned Behavior, where EWOM provides information and knowledge
related to attitudes, which then affects subjective norms and consumer perceptions (Brown &
Davis, 2023).
Hypothesis testing on the effect of brand image on revisit intention shows that a better
brand image leads to higher revisit intention. This indicates that brand image indicators are
well-perceived and significantly impact consumer revisit intention at North Wings Canggu
Cafe. If consumers perceive a place to have a good brand reputation, are impressed during
their visit, and experience good service quality, they are likely to intend to revisit. Conversely,
a poor brand reputation, subpar service quality, and an unremarkable experience lead to
weaker revisit intentions.These results are consistent with Lo & Wu (2022) and Rather &
Hollebeek (2023), who found that brand image positively and significantly affects revisit
intention. A positive image plays a crucial role in increasing visitors' desire to return (Zhang et
al., 2023). Cohen et al. (2022) found that consumers who frequently use a particular brand
tend to be consistent with the brand image, making them more likely to revisit after purchase.
Wu et al. (2024) also found that a good brand image enhances satisfaction, thus influencing
repeat purchases from the same company. This study supports the Theory of Planned
Behavior, where brand image relates to attitudes, as individual perceptions are essential in
building brand image (Christianingrum et al., 2024). Brand image reflects consumer
perceptions of brand associations, and perceived quality affects behavioral intentions (Ali et
al., 2023).
Hypothesis testing on the effect of EWOM on brand image shows that better EWOM
leads to a better brand image. This indicates that EWOM indicators are well-perceived and
significantly affect North Wings Canggu Cafe’s brand image. Consumers who share positive
feedback, post photos on social media, and recommend the place to others improve the
brand's reputation. Conversely, poor EWOM results in a negative brand image. These results
align with Meilatinova (2023) and Seo et al. (2023), who found that EWOM positively and

70
 RJOAS: Russian Journal of Agricultural and Socio-Economic Sciences
ISSN 2226-1184 (Online) | Issue 8(152), August 2024

significantly affects brand image. EWOM has a strong influence on consumer perceptions of
a product (Jalilvand, 2012). As a form of marketing, EWOM helps consumers understand a
brand through positive information and opinions from others, enhancing brand image
(Drengner et al., 2022).
Hypothesis testing on the effect of experiential marketing on brand image shows that
better experiential marketing leads to a better brand image. This indicates that experiential
marketing indicators are well-perceived and significantly impact North Wings Canggu Cafe’s
brand image. Consumers who experience unique or engaging aspects during their visit and
feel comfortable due to good management will view the brand more positively. Conversely, a
poor experience leads to a negative brand image. These results are consistent with Ge et al.
(2023), Drengner et al. (2022), Meilatinova (2023), and Liu et al. (2024), who found that
experiential marketing positively and significantly affects brand image. Experiential marketing
effectively adds value and differentiates a business from competitors, contributing to a strong
brand image (Liu et al., 2024).
Hypothesis testing on the effect of experiential marketing on revisit intention mediated
by brand image shows that better experiential marketing leads to a better brand image, which
in turn increases revisit intention. This indicates that experiential marketing indicators are
well-perceived and significantly impact brand image, which then affects revisit intention at
North Wings Canggu Cafe. Positive experiences enhance brand reputation, leading to
increased revisit intentions. Conversely, negative experiences harm brand reputation and
decrease revisit intentions.These results are consistent with Han et al. (2019) and Ihtiyar et
al. (2018), who found that experiential marketing significantly affects revisit intention both
directly and indirectly. When visitors receive positive experiences that shape their
perceptions, they are more likely to return soon. Experiential marketing is valued for its role in
differentiating businesses from competitors (Selfia & Karneli, 2017), helping to build a strong
brand image.
The positive and significant effect of EWOM on revisit intention through brand image
suggests that better EWOM improves brand image, which ultimately increases revisit
intention. This indicates that EWOM indicators are well-perceived and significantly affect
brand image, which then impacts revisit intention at North Wings Canggu Cafe. Positive
EWOM, including favorable reviews and social media interactions, enhances the brand's
reputation, leading to higher revisit intentions. Conversely, poor EWOM lowers brand
reputation and revisit intentions.These results align with Selfia & Karneli (2024) and Adriyati
& Indriani (2023), who found that EWOM positively affects repeat purchase intentions with
brand image as an intervening variable. Positive reviews and recommendations create a
favorable impression, influencing revisit intention. Seminari (2022) shows that the overall
effect of EWOM on purchase intentions through brand image is greater than the direct effect
of EWOM. This study supports Ihtiyar et al. (2022), showing that brand image partially
mediates the effect of EWOM on revisit intention, with direct effects being stronger than
indirect effects.

CONCLUSION

Based on the findings, several conclusions can be drawn. Experiential marketing has a
positive and significant effect on brand image and revisit intention, EWOM (electronic word of
mouth) positively and significantly impacts brand image and revisit intention, brand image
positively and significantly influences revisit intention, and brand image partially mediates the
effect of experiential marketing and EWOM on revisit intention at North Wings Canggu Cafe.
Given these conclusions, the following recommendations can be made for North Wings
Canggu Cafe to enhance revisit intention. First, the cafe should provide friendly and warm
service, remain communicative with customers, and be attentive to their needs while at the
cafe. Additionally, the staff should be proactive in resolving any issues or disruptions that
customers may experience. Second, strengthening engagement through more interactive
social media strategies, such as creating unique and valuable content, using relevant hash
tags, engaging with followers, collaborating on promotions with other businesses, and

71
 RJOAS: Russian Journal of Agricultural and Socio-Economic Sciences
ISSN 2226-1184 (Online) | Issue 8(152), August 2024

offering attractive deals tailored to customer preferences, is crucial. Third, the cafe should
ensure prompt and responsive customer service, listen to customer complaints, provide
appropriate solutions, and deliver orders in a timely manner, meeting customer expectations.

REFERENCES

1. Adriyati, N., & Indriani, D. (2023). The Impact of Experiential Marketing on Consumer
Behavior in the Tourism Industry. Tourism Management Perspectives, 38, 100843.
2. Arumsari, R., & Ariyanti, M. (2020). The effect of Electronic Word of Mouth, brand image,
customer trust and customer satisfaction towards repurchase intention at PT. GO-JEK
Indonesia. International Journal of Science and Research, 6, 1732-1737.
3. Asiku, Wahyuni Frichila. 2020. The influence of image destination on revisit intention and
word of mouth trought tourist satisfaction (Study on Tourism Pulo Love Eco Resort,
Boalemo District). SEAJBEL. Vol. 23.
4. Ahra, Cho. 2019. Study on the design of the commercial areas applyingexperience
marketing-focalizing on the flagship store of a brand-, The Graduate School of Ewha
Woman University, pp.4-5.16.
5. Ali, F., Kim, W. G., Li, J., & Cobanoglu, C. (2023). Experiential Marketing and Revisit
Intention: The Mediating Role of Brand Experience in the Hospitality Industry. Journal of
Hospitality & Tourism Research, 47(2), 365-382.
6. Bryman, A. (2022). Social Research Methods. Oxford University Press.
7. Brown, R., & Davis, P. (2023). Experiential Marketing and Its Influence on Consumer
Behavior in the Retail Sector: Evidence from Large-Scale Surveys. Journal of Consumer
Marketing, 40(1), 65-79.
8. Christianingrum, C., Hurriyati, R., Rahayu, A., Gaffar, V., Disman, Wibowo, L. A.,
Widjajanta, B., Hendrayati, H., & Amelia, E. (2024). The Influence of Experiential
Marketing and Tourist Satisfaction in Revisit Intention Tourism. Proceedings of the 8th
Global Conference on Business, Management, and Entrepreneurship (GCBME 2023),
531-537.
9. Cohen, S., Prayag, G., & Moital, M. (2022). Consumer Behavior in Tourism: A Review
and Future Directions. Journal of Travel Research, 61(4), 731-748.
10. Darmawan, R., & Nurcaya, I. N. 2021. Membangun niat beli iphone melalui EWOM and
brand image. E-Jurnal Manajemen Unud, 7(9), 5168-5196.
11. Drengner, J., Gaus, H., & Jahn, S. (2022). Experiential Marketing and Its Impact on
Revisit Intention in Cultural Tourism. Journal of Travel Research, 61(4), 789-803.
doi:10.1177/00472875221015214
12. Ge, J., Gao, Y., & Zhang, Y. (2023). The Role of Experiential Marketing in Enhancing
Customer Loyalty and Revisit Intention: A Study of Hospitality Industry. International
Journal of Hospitality Management, 110, 103264. doi:10.1016/j.ijhm.2023.103264
13. Dewani, N., & Rastini, N. 2021. Peran citra merek memediasi pengaruh EWOM terhadap
niat konsumen menggunakan gopay di Kota Denpasar. E-Jurnal Manajemen Unud.
14. Fernaldi, Elmer Hafizh & I Made Sukaresna. 2021. Analisis pengaruh faktor evaluative
wisatawan terhadap minat berperilaku di masa depan, dengan kepuasan sebagai
variabel Intervening (Study Pada Tempat Wisata Alam Umnul Sidomukti Semarang).
Diponegoro Journal of Management. Vol. 6, No. 1.
15. Garcia, M., & Johnson, T. (2022). The Impact of Sensory Marketing on Customer Loyalty
and Revisit Intentions in the Hospitality Industry. International Journal of Hospitality
Management, 97, 103014.
16. Ghozali, Imam. 2019. Structural equation modeling, Metode alternatif dengan Partial
Least Square (PLS). Edisi Keempat. Semarang: Badan Penerbit Universitas Diponegoro.
17. Ghozali, Imam. 2019. Aplikasi Analisis Multivariate dengan Program IBM SPSS 21
Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro.
18. Hair, J.F., Black, W.C., Babin, B.J. aderson, R.E. 2019, Multivariate Data Analysis (7th
ed). United States: Pearson.

72
 RJOAS: Russian Journal of Agricultural and Socio-Economic Sciences
ISSN 2226-1184 (Online) | Issue 8(152), August 2024

19. Harahap, M. Syukri and Vidyarini Dwita. 2020. Effect of EWOM on revisit intention:
attitude and destination image as mediating variables (Studyin Pasaman Regency
Tourism Destination). Advances in Economic, Business and Management Research,
Volume 152
20. Henseler, J. (2022). Advanced Issues in Partial Least Squares Structural Equation
Modeling. Sage Publications.
21. Hussein, Ananda Sabil. 2019. How event awareness, event quality and event image
creates visitor revisit intention: A lesson from car free day event. Procedia Economics
and Finance, 35, 396-400.
22. Hoseinzadeh, Reza and Farzane Baktash. 2020. Studying the effect of mixed
Experiential marketing on brand equity and bran image (Case study: Royal matress
brand). Journal of Business Management. Vol. 10, No. 2.
23. Hyunjin, Jeon. 2019. The effect of Experiential marketing on customer satisfaction and
revisit intention of beauty salon franchise stores. Journal of Hospitality and Tourism
Insight. Vol. 17, No. 3:109-121
24. Ihtiyar, A., Ihtiyar, H. G., & Galay, Y. 2021. Exploration of the antecedents and
consequences of customers service experiences. Journal of Hospitality and Tourism
Insights, 1(4), 367-386
25. Ihtiyar, A., Ahmad, F. S., & Omar, R. (2022). The Role of Experiential Marketing in
Customer Revisit Intention: Evidence from Retail Settings. Journal of Retailing and
Consumer Services, 64, 102793.
26. Ihshani, D. W. 2020. Analisis kepuasan konsumen terhadap atribut wisata Cangkuang
Garut, Jawa Barat. IPB.
27. Ismagilova, Elvira., Emma L. Slade and Nripendra Rana. 2020. The Effect of Electronic
Word of Mouth Communication on Intention to Buy: A Meta Analysis. Springer., Vol. 22
(5), Hal. 1203-1226.
28. Istiqomah, Nur Hidayatul. 2020. Pengaruh Destination Brand image and Atrtibutes of
Destination terhadap Revisit dengan Customer Satisfaction sebagai Variabel Mediasi.
(Studi pada Pengunjung Taman Wisata Selecta di Kota Batu). Tesis Magister
Manajemen Universitas Muhamadiah Malang.
29. Jeon, Yoo-Myeong. 2017. A study on influence of family restaurant image on satisfaction,
trust and revisit intention. Culinary science and hospitality research 23 (2), 74-85.
30. Jin, Lee., Park Hunjin, Won Cholshik. 2019. Effects of Customer's Menu Selections
Considerations in Japanese Restaurant on Customer Satisfaction and Revisit intention":
Based on Exclusive Japanese style Restaurants in Busan, Journal of Hospitality and
Tourism Studies, 14(3), pp.226-239.
31. Judith, A. Chevalier and Dina Mayzlin. 2020. The Effect of word of mouth on sales:
Online Book Reviews. Journal of Marketing Research. Vol. 4, Issue 3.
32. Keller, Kevin L. 2022. Strategic brand anagement: Building measuring and managing
brand equity (Fourth Edition Harlow), England: Pearson Education Inc
33. Khasawneh, M. S., & Alfandi, A. M. 2022. Determining behavior intentions from the
overall destination image and risk perception. Tourism and Hospitality Management,
25(2), 355-375
34. Kim, Hyun Jeong, Jeongdoo Park and Kisang Ryu. 2019. Does perceived restaurant food
healyness matter? Its influence on value, satisfaction and revisit intention in restaurant
operations in South Korea. International Journal of Hospitality Management. Vol. 33 Hal.
397-405.
35. Kim, J., & Lee, H. (2023). Exploring the Role of Experiential Marketing in Enhancing
Tourist Revisit Intentions: Insights from a Post-Pandemic Perspective. Journal of Tourism
Research, 18(2), 245-261.
36. Kim, S., & Lee, H. (2024). Evaluating the Effectiveness of Questionnaire Instruments in
Educational Research: A Longitudinal Study. Journal of Educational Psychology, 30(1),
112-128.
37. Kotler, P. 2022. Manajemen Pemasaran (Edisi Millennium) Jakarta: Penerbit PT.
Prenhallindo.

73
 RJOAS: Russian Journal of Agricultural and Socio-Economic Sciences
ISSN 2226-1184 (Online) | Issue 8(152), August 2024

38. Kotler, P. and and Lane Keller, K. 2022. Manajemen Pemasaran (Edisi Kelima Belas).
Jakarta: Erlangga.
39. Kotler, Philip., and Amstrong Garry. 2019. Prinsip-Prinsip Pemasaran. Edisi ke- 12.
Jakarta: Erlangga.
40. Kresna, M. Shafar. 2022. Tesis. Analisis pengaruh experiential marketing and Brand
image terhadap kepuasan Konsumen serta Dampaknya pada Minat berkunjung kembali
(Study Kasus: Loka Wisata BatuRaden Purwokerto Kabupaten Banyumas).
41. Kumar, V., & Gupta, S. (2022). The Role of Experiential Marketing in Shaping Revisit
Intentions: A Multi-Industry Study. Journal of Marketing Research, 59(3), 512-529.
42. Lahap, J., Ramli, N.S., Said, N.M., Radzi, S.M. and Zain, R.A. 2022. A study of brand
image towards customer's satisfaction in the Malaysian Hotel Industry. Procedia-Social
and Behavioral Sciences. Vol. 224, Hal. 149- 157.
43. Lee, Jae Woo, Eun Ju Park, and Myeonggil Choi. 2020. The study on the effect of
outdoor Experiential marketing on brand and purchase intentions. Journal of Digital
Converge. Vol 15 (95), Hal. 139-150.
44. Liang, S.W., Ekincia, Y., Occhiocupoa, N. and Whyatt, G. 2019. Antecedents of travellers
electronic word-of-mouth communication', Journal of Marketing Management, Vol. 29,
Hal.584-606.
45. Liu, J., Huang, Y., & Fan, Y. (2024). Impact of Experiential Marketing on Customer
Revisit Intention in Theme Parks: The Mediating Role of Experience Satisfaction. Journal
of Destination Marketing & Management, 23, 100680. Doi :10.1016/j.jdmm.2023.100680
46. Lo, A., & Wu, C. (2022). Experiential Marketing Strategies and Their Effectiveness in
Increasing Revisit Intentions Among Tourists. Journal of Vacation Marketing, 28(4), 387-
405.
47. Meilatinova, N. (2023). Influence of Experiential Marketing on Tourist Satisfaction and
Revisit Intention: Empirical Evidence from Ecotourism. Tourism Management, 94,
104598. Doi :10.1016/j.tourman.2022.104598
48. Neuman, W.L. (2023). Social Research Methods: Qualitative and Quantitative
Approaches. Pearson.
49. Rather, R. A., & Hollebeek, L. D. (2023). Exploring the Impact of Experiential Marketing
on Revisit Intentions: A Comprehensive Analysis. Tourism Management Perspectives,
48, 101065.
50. Sarstedt, M., & Mooi, E. A. (2022). A Concise Guide to Market Research: The Process,
Data, and Methods Using IBM SPSS Statistics. Springer.
51. Selfia, Y., & Karneli, A. (2024). Experiential Marketing and Customer Loyalty in the Digital
Age: A Comprehensive Review. International Journal of Marketing Studies, 56(1), 45-60.
52. Seo, S., Bai, B., & Lee, H. (2023). Customer Experience Management and Revisit
Intentions: The Mediating Role of Experiential Marketing. International Journal of
Contemporary Hospitality Management, 35(1), 120-140.
53. Seminari, L. (2022). Experiential Marketing and Its Influence on Revisit Intention: A Study
in Emerging Markets. Journal of Business Research, 145, 356-368.
54. Taraoktavia, V. T., and T. Indarwati. 2021. "Market segmentation analysis of almond
crispy products in UD pawon Kue". International Journal of Economic, Management, and
Social Science (IJEMBIS), vol. 1, no. 2, Hal. 219-25,
55. Thurau, Thorsten Hennig., Kevin P. Gwinner, Gianfranco Walsh, and Dwayne D. Wang,
W., Chen, J. S., Fan, L., & Lu, J. 2019. Tourist experience and Wetland Parks: A Case Of
Zhejiang, China. Annals of Tourism Research, Vol. 39(4), hal. 1763-1778.
56. Wardi, Y., Trinanda, O. and Abror, A. 2021, "Modelling halal restaurant's brand image
and customer's revisit intention", Journal of Islamic Marketing.
57. Wu, C. S., Cheng, F. F., & Shih, R. A. (2024). The Effect of Experiential Marketing on
Tourists' Satisfaction and Revisit Intention in Lukang Town. Tuijin Jishu/Journal of
Propulsion Technology, 45(3), 211-225.
58. Wulanjani, Harimurti & Derriawan. 2020. Dampak utilitarian value and experiential
marketing terhadap customer satisfaction and revisit intention. Jurnal Riset Manajemen
and Bisnis (JRMB) Fakultas Ekonomi UNIAT Vol.2, No.2.

74
 RJOAS: Russian Journal of Agricultural and Socio-Economic Sciences
ISSN 2226-1184 (Online) | Issue 8(152), August 2024

59. Wu, H. and T. Li. 2022. A study of experiential quality, perceived value, heritage image,
experiential satisfaction, and behavioral intentions for heritage tourists. International
Journal of Culture, Tourism, and Hospitality Research, vol. 41, no. 8, hal. 904-944.
60. Yuniawati, Y., & Finardi, A. D. I. 2020. Pengaruh customer experience terhadap revisit
intention di Taman Wisata Gunung Tangkuban Perahu. Tourism and Hospitality
Essentials (THE) Journal. Vol. 6, No.1
61. Zhang, L., Wang, H., & Liu, X. (2023). The Impact of Experiential Marketing on Customer
Revisit Intention: Evidence from the Restaurant Industry. Journal of Consumer Marketing,
40(2), 122-136.
62. Zhang, L., & Wang, Y. (2024). Evaluating the Effectiveness of Experiential Marketing
Strategies in Theme Parks: A Longitudinal Study. Tourism Management, 90, 104497.
63. Zaenab, Atikah., Sulhaini & Handry Sudiartha Athar. 2022. The effect of Electronic Word
of Mouth in social media and experiential value on destination image and revisit intention
after earthquake in Lombok. International Research Journal vol.19.

75