| dc.contributor.advisor | HANDAYANI, SITI DYAH | |
| dc.contributor.author | PERMANA, ADHITYA AGUNG | |
| dc.date.accessioned | 2018-11-16T02:40:25Z | |
| dc.date.available | 2018-11-16T02:40:25Z | |
| dc.date.issued | 2018-07-02 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/23175 | |
| dc.description | Penelitian ini bertujuan untuk menganalisis Pengaruh Experiential Marketing terhadap Minat Pembelian Ulang pada pengunjung Warung Makan Kopi Klothok yang berada di Kecamatan Pakem,Sleman. Tepatnya di Jalan Kaliurang Kilometer 16, Pakembinangun, Pakem, Kabupaten Sleman, Daerah Istimewa Yogyakarta. Dalam penelitian ini sampel berjumlah 100 responden yang dipilih dengan metode purposive sampling. Alat analisis menggunakan regresi linier berganda. Terlebih dahulu sebelum melakukan analisis data dilakukan uji kualitas instrumen dengan meliputi uji validitas dan uji reliabilitas. Data penelitian diperoleh dari hasil penyebaran kuesioner terhadap responden. Pengujian hipotesis penelitian dilakukan dengan alat analisis SPSS (Statistical Product and Service Solutions).
Berdasarkan analisis data yang telah dilakukan diperoleh hasil : (1) sense experience berpengaruh positif signifikan terhadap keputusan pembelian ulang di Warung Kopi Klothok, (2) feel experience berpengaruh negatif signifikan terhadap keputusan pembelian ulang di Warung Kopi Klothok, (3) think experience berpengaruh negatif signifikan terhadap keputusan pembelian ulang di Warung Kopi Klothok, (4) act experience berpengaruh positif signigikan terhadap keputusan pembelian ulang di Warung Kopi Klothok, (5) relate experience berpengaruh positif signifikan terhadap keputusan pembelian ulang di Warung Kopi Klothok, (6) relate experience menjadi variabel paling dominan dalam mempengaruhi konsumen untuk melakukan pembelian ulang.
Pihak Warung Kopi Klothok disarankan untuk lebih menekankan relate experience dalam pendekatan terhadap pengunjung karena relate experience menjadi variabel paling dominan dalam mempengaruhi pengunjung untuk berkunjung kembali di kemudian hari. | en_US |
| dc.description.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. | en_US |
| dc.publisher | FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | Experiential Marketing, Reapet Purchase | en_US |
| dc.title | ANALISIS PENGARUH EXPERIENTIAL MARKETING TERHADAP MINAT PEMBELIAN ULANG | en_US |
| dc.title.alternative | Survei pada Pengunjung Warung Makan Kopi Klothok di Pakem Sleman Yogyakarta | en_US |
| dc.type | Thesis
SKR
FEB
644 | en_US |
