PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RUMAH MAKAN TIK TOK SUKABUMI
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Institusion
Universitas Muhammadiyah Sukabumi
Author
Aprilia, Monica Lisdiana
Subject
HG Finance
Datestamp
2018-09-27 08:12:07
Abstract :
Rumah Makan Tik Tok Sukabumi is UKM that is one of companies, which work in culinary that serve special food wiht its chacarceristic bebek tik tok or bebek entok. The problem is costumer purchase decision, costumer does not want to repurchase after purchasing at Rumah Makan Tik Tok Sukabumi. The research aims to know the influence off Experiential Marketing (Variabel X) to ward Costumer Purchase Decision(Variabel Y). Technique of data analysis in this research is simple is linier regression, the research applied descriptive and associative method. Data collection technique was conduted by observation, interview, questioner, documentation, and literature study. Based on obtaiment data from analysis result shows that analysis of correlation product momonet person is resulted 0,203 or 5,2% this indicates that the variable (X) has an effect of 5,2% to (Y) being in a low relationship. The result of counting t hypothesis test >t table is 2,047> 1,66 so that dan h? is accepted. It means there is significant influence between experiential marketing toward costumer purchase decision. Based on result, company must increase service quality to maintain total buyer stability and increase costumer purchase decision.
Rumah Makan Tik Tok Sukabumi is UKM that is one of companies, which work in culinary that serve special food wiht its chacarceristic bebek tik tok or bebek entok. The problem is costumer purchase decision, costumer does not want to repurchase after purchasing at Rumah Makan Tik Tok Sukabumi. The research aims to know the influence off Experiential Marketing (Variabel X) to ward Costumer Purchase Decision(Variabel Y). Technique of data analysis in this research is simple is linier regression, the research applied descriptive and associative method. Data collection technique was conduted by observation, interview, questioner, documentation, and literature study. Based on obtaiment data from analysis result shows that analysis of correlation product momonet person is resulted 0,203 or 5,2% this indicates that the variable (X) has an effect of 5,2% to (Y) being in a low relationship. The result of counting t hypothesis test >t table is 2,047> 1,66 so that dan h? is accepted. It means there is significant influence between experiential marketing toward costumer purchase decision. Based on result, company must increase service quality to maintain total buyer stability and increase costumer purchase decision.
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