Analisis Pengaruh Experiential Marketing Terhadap Keputusan Pembelian Pada Go-jek (Studi Kasus Pada Masyarakat Pekanbaru Di Kelurahan Maharatu)

Dhani, Rahmad (2020) Analisis Pengaruh Experiential Marketing Terhadap Keputusan Pembelian Pada Go-jek (Studi Kasus Pada Masyarakat Pekanbaru Di Kelurahan Maharatu). Other thesis, Universitas Islam Riau.

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Abstract

ANALYSIS OF THE EFFECT OF EXPERIENTIAL MARKETING ON PURCHASE DECISIONS ON GO-JEK (CASE STUDY IN PEKANBARU COMMUNITY IN MAHARATU VILLAGE) By RAHMAD DHANI 145210533 This study aims to determine the effect of experiential marketing on purchasing decisions on Gojek in the Pekanbaru public village of maharatu. The sample in this study amounted to 100 people using the purposive sampling method, the data was processed using IBM SPSS 23.0 as a research analysis tool. This research uses descriptive method and simple linear regression analysis that is by analyzing the data that has been collected and then tabulated and linked to the theoretical foundation examined in the center. Based on the results of hypothesis testing shows that the experiential marketing variable has a positive and significant effect on purchasing decisions on the gojek in the Pekanbaru community in the Maharatu village with a significance level below 0.05. The amount of contribution given the experiential marketing variable on purchasing decisions on the object is shown by the R Square determination value (R2) of 0.461 or 46.1% while 53.9% is influenced by other factors not included in the research model.

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