PENGARUH EXPERIENTIAL MARKETING DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL WULING DIMODERASI OLEH COUNTRY OF ORIGIN

Abstract

This research aims to determine: (1) the influence of experiential marketing on buying decisions of wuling cars, (2) the influence of price on the buying decision of wuling car (3) the influence of experiential marketing on buying decision of wuling car moderated by county of origin, (4) price against the decision to purchase a wuling car that is moderated by the country of origin.This type of research is survey research. The population in this research are all owners of wuling cars domiciled in Surabaya. Sampling method is purposive sampling with 75 respondents. The analysis technique used is t test and MRA.The result of the research shows that: (1) experiential marketing has an influence on buying decision of wuling car with constant value of t test equal to 1,965 and significance level 0,000, (2) price influence to decision of purchasing of wuling car with constant value from t test equal to 2,528 and level of significance 0,060 (3) experiential marketing influence constant moderation CO of 0,133 and significance level 0,001 (4) price influence to purchasing decision that moderated by country of origin with constant value of moderation of CO equal to 0.206 and the 0.012 significance level.
Keywords: experiential marketing, price, country of origin, purchase decision.