ANALISIS PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MOTOR SECOND DI KOTA PANGKALPINANG

Abstrak

The purpose of this research were analyzed and determined The Influence of the experiential marketing variables toward the decision to purchase a second motorbike consumer in the City of Pangkalpinang. The method used is descriptive quantitative method. The population as subjects in this study were the people of Pangkal Pinang City who had bought a second motorbike. The sampling used in this study is random sampling. The number of samples in this study were 90 respondents. Data collection techniques used were questionnaire techniques with Likert and interval scales. The data analysis technique used is multiple linear regression analysis. The multiple linear regression analysis tests used in this study include: partial test (t test), simultaneous test (F test) and coefficient of determination test (R²/R Square). Hypothesis testing used is coefficient analysis to determine the relationship between research variables. Based on the results of the study it can be concluded that: the five sensory variables, habits and relationships have a positive effect and a partial effect on the decision of purchasing second motorcycle consumers in the City of Pangkalpinang and the feeling variables and ways of thinking have a negative effect and do not have a partial effect on the second motorcycle consumer purchase decision in the City Pangkalpinang