EXPERIENTIAL MARKETING INFLUENCE ANALYSIS ON PURCHASE DECISION IN THE AGE OF E-COMMERCE
Abstract
Rini Rahayu Kurniati
Â
Karina Utami Anastuti
Department of Business Administration, Faculty of Administration,
University of Islam Malang
Abstrack
Â
There are five (5) aspects in experiential marketing, namely the five senses (sense), feelings (feel), ways of thinking (think), habits (act) and relationships or relationships (relates). Experiential marketing is intended to influence customers to engage in actions or thoughts directly and create awareness through thought processes that influence purchasing decisions.
The purpose of this study is to analyze how experiential marketing influences purchasing decisions in the e-commerce era. The sampling technique is non-probability, namely purposive sampling technique by taking samples of students from two private universities in Malang, namely the Islamic University of Malang and Muhammadiyah University of Malang, which have the largest number of students. The criteria determined are that the respondent has the Shopee application and the respondent has made a purchase at least once through the Shopee application. Analysis of quantitative research and using multiple linear regression.
The results showed that, the simultaneous influence of experiential marketing which consists of the variables: sense, feeling, think, act and relate to purchasing decisions in the Shopee e-commerce market place shows a positive influence with a significant level of 0.000 < 0.05. While the partial effect shows that: Sense has a positive effect with a t value of 3.730 (significantly 0.000). Feel has a positive effect with a t value of 1.837 (not significant 0.069). Think has a positive effect with a t value of 2.422 (significantly 0.017). Act has a positive effect with a t value of 3.284 (significantly 0.001). The relation has a positive effect with nil t of 2.880 (significantly 0.005).
Â
