ANALISIS PENGARUH EXPERENTIAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI PT TUNAS DWIPA MATRA CABANG PAYUNG

Abstract

Based on the results of questionnaire data analysis of 86 consumer respondents PT.Tunas Dwipa Matra Payung Branch obtained using accidental sampling techniques an analysis of the data obtained, this analysis includes: validity and reliability test, classic assumption test, multiple regression analysis, hypothesis testing through t test and F test, and analysis of the coefficient of determination (R²).

Hypothesis testing using the t test shows that there are independent variables under study that are variables of sense, feel, think, and act proven to have a positive and significant effect on the dependent variable of purchasing decisions. While the other two independent variables, namely relate, do not have a positive and significant effect on the dependent variable of the purchase decision. Then through the F test it can be seen that the five independent variables are indeed feasible to test the dependent variable of the purchase decision.