Analysis of The Effect of Experiential Marketing And Community Reference on Purchase Decisions (Study In Surabaya Brain Coffee)

Novelia Asita Mranani(1Mail), Siwidyah Desi Lastianti(2),
(1) Faculty of Economic, Merdeka Universty Surabaya, East Java, Indonesia
(2) Faculty of Economic, Merdeka Universty Surabaya, East Java, Indonesia

Mail Corresponding Author
Copyright (c) 2019 Novelia Asita Mranani, Siwidyah Desi Lastianti

DOI : https://doi.org/10.33122/ijase.v1i1.38

Full Text:  
Pages: 36 - 44
Language : en

Abstract


The development of business today is so rapid that it creates high competition to maintain many things both in terms of survival, how to develop the company, and obtain optimal profits. Every business actor in each business category is required to have sensitivity to any changes that occur and place an orientation on customer satisfaction as the main goal. Community is increasingly important for the world of marketing. Emotional ties between members of a community have a very significant impact on a brand. The purpose of this study is to determine the influence of experiential marketing and community references partially and simultaneously on consumer purchasing decisions of Brain Coffee Surabaya. The sample of this study is Brain Coffee Surabaya consumers, with a total sample of 140 respondents. The analysis technique uses Multiple Linear Regression with SPSS programs or software. The results showed that partially experiential marketing and community reference had a positive and significant influence on purchasing decisions, as well as simultaneously (simultaneous) indicating that experiential marketing and community reference had a positive and significant influence on purchasing decisions.

Keywords


Experiential marketing; community references; purchasing decisions

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