ANALISIS PENGARUH EXPERIENTIAL MARKETING TERHADAP MINAT PEMBELIAN ULANG
Abstract
This study explain to analyze the influence of Experiential Marketing to Purchasing Decision on visitors Warung Makan Kopi Klothok located in District Pakem, Sleman. Precisely in Kaliurang Street at kilometers 16, Pakembinangun, Pakem, Sleman District, Special Region of Yogyakarta. In this study the sample amounted to 100 respondents selected by purposive sampling method. Analyzer uses multiple linear regression. First before performing data analysis is done by instrument quality test by covering validity test and reliability test. The data obtained from the results of questionnaires distributed to respondents. Hypothesis testing is done by SPSS analysis tools (Statistical Product and Service Solutions).
Based on the analysis of data that has been done obtained the results: (1) sense experience have a significant positive effect on the repurchase decision in Warung Kopi Klothok, (2) feel experience significant negative effect on purchasing decision in Warung Kopi Klothok, (3) think experience negatively (4) act experience have a positive influence on buying repeat decision at Warung Kopi Klothok, (5) relate experience have significant positive effect on repurchase decision at Warung Kopi Klothok, (6) relate experience to be the most dominant variable in influencing consumers to make repeat purchase.
Warung Kopi Klothok is suggested to emphasize more relate experience in approach to visitor because relate experience becomes the most dominant variable in influencing visitor to visit again in the future.