PENGARUH HARGA DAN EXPERIENTIAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA PADA LOYALITAS PELANGGAN

Abstract

This research meant to find out the influence of direct and indirect influence also direct and indirect significant
influence among price and experiential marketing to the customers loyalty directly, also the influence of price
and experiential marketing to the indirectly of customers loyalty. This research is done by using accidental
samplimg and the numbers of respondent of this research is 99 respondents. The result of this research shows
that price gives significant and positive influence, both direct and indirectly through the purchasing decision to
the customers loyalty with the direct value is 0.312 and indirectly is 0.095. the influence of experiential
marketing directly does not give any significant and negative influence to the customers loyalty with the value
is -0.140 which is indirectly gives significant and positive influence to the customers loyalty through purchasing
decision with the value is 0.251. The result of path analysis test shows that the total amount of influence overall
is 0.518 or 51.8%, meanwhile 48.2% is influenced by other variable outside this research.
Keywords: Price, Experiential Marketing, Purchasing Decision, Customers Loyalty