ANALISIS PENGARUH ELEMEN EXPERIENTIAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN MOBIL SUZUKI UMC SURABAYA

Abstract

Automotive business development in Indonesia will be more and more prominent complexity, forcing companies to pay more attention to the environment that can determine the marketing strategy to be applied in the company. The purpose of this study to determine the elements that have an influence Experiential Marketing simultaneously, partial and dominant on purchasing decisions Suzuki UMC. This type of research that will be used is the study of causality. The method used in this research is quantitative method. The population in this study were all Suzuki car owners UMC in Surabaya. Sampling was done using probability sampling method with purposive sampling technique. In this study, the number of indicators used were as many as 21 indicators. Therefore, the number of samples required is 21 x 5 = 105 consumers Suzuki UMC. The analysis technique used multiple linear regression. Based on the results of the study can be said to be a model in this study is feasible because the significant value of Sense Experience, Feel Experience, Experience Think, Act Experience, Experience Relate to the purchasing decision is smaller than 0.05, the value of 32 593 Fhitung. So the first hypothesis reads "Simultaneously Experiential Marketing on purchasing decisions Suzuki UMC", otherwise acceptable.
Keywords: Sense Experience (SE), Feel Experience (FE), Think Experience (TE), Act Experience (AE), Relate Experience (RE) and Purchase Decision (Y).