Pengaruh Experiential Marketing, Word Of Mouth Dan Kualitas Produk Terhadap Keputusan Pembelian Produk PT. Indako Trading Coy Medan
DOI:
https://doi.org/10.37385/msej.v6i4.8947Keywords:
Pemasaran Pengalaman, Word Of Mouth, Kualitas Produk, Keputusan PembelianAbstract
Indako Trading Coy was founded in 1966 and is located at Jalan Pemuda No 18 D-H Medan. PT. Indako Trading Coy has a Honda sales network consisting of 102 dealers, 191 AHASS workshops, and 414 spare parts stores spread across North Sumatra and Aceh. Currently, the company is experiencing a decline in consumer purchases, where the number of consumers making purchases each year is decreasing. Although the decline is not significant, if left unchecked, it could have a very negative impact. Based on observations made by the researcher through interviews with several consumers, it was found that there are various factors influencing the decrease in purchase decisions for the products offered by the company. Among these factors are experiential marketing, word of mouth, and product quality. The research population used in this study consists of all consumers who made purchases at the company during the 2023 period, totaling 3,043. The sampling technique used is Slovin’s formula, which resulted in 97 samples. The research findings indicate that Experiential Marketing has a positive and significant effect on Customer Satisfaction at PT. Indako Trading Coy Medan. Word of Mouth has a positive and significant effect on Customer Satisfaction at PT. Indako Trading Coy Medan. Product Quality has a positive and significant effect on Customer Satisfaction at PT. Indako Trading Coy Medan. Experiential Marketing, Word of Mouth, and Product Quality have a positive and significant effect on Purchase Decisions at PT. Indako Trading Coy Medan.
References
References
Anggraini, D. D., & Sari, M. H. N. (2020). Entrepreneurship and Online Business. Yayasan Kita Menulis Publisher. Medan.
Arvianti, Eri Yusnita & Herdiana Anggrasari. (2018). Factors That Hinder Character Education for Children of Agricultural Laborers in Ponorogo Regency. Kendari.
Fathoroni, Annisa, Nuraini Siti Fatonah, Roni Andarsyah, and Noviana Riza. (2020). Tutorial Book on Decision Support System for Lecturer Performance Appraisal Using the 360 Degree Feedback Method. Bandung: Kreatif Industri Nusantara.
Febriani, Nufian S., and Wayan Weda Asmara Dewi. (2018). Theory and Practice: Integrated Marketing Communication Research. Jakarta: UB Press.
Herlina, V. (2019). Practical Guide to Processing Questionnaire Data Using SPSS. PT. Elex Media Komputindo Publisher. Jakarta.
Lotte, Luckhy Natalia Anastasye, Purna Irawan, Zunan Setiawan, Dyah Sri Wulandari, Rosnaini Daga, Sri Syabanita Elida, Aditya Pandowo, Frans Sudirjo, Dedi Herdiansyah, Muliyati, and Allicia Deana Santosa. (2023). Basic Principles of Marketing Management. Jakarta: Global Eksekutif Teknologi.
Mursidi, Andi, Zulfahita, Rini Setyowati, Fajar Wulandari, Mertika, Heru Susanto, Kamaruddin, and Sumarli. (2020). Entrepreneurship Introduction Textbook. Klaten: Lakeisha.
Musi, S., et al. (2020). Crisis in Public Relations. Pasuruan: Qiara Media.
Priyatno, D. (2018). SPSS Easy Data Processing Guide for Students & General Public. CV. Andi Offset Publisher, Yogyakarta.
Riyanto, S., & Aglis, A. H. (2020). Quantitative Research Methods in Management, Engineering, Education, and Experiments. Yogyakarta: Deepublish Publisher.
Sawlani, Dhiraj Kelly. (2021). Online Purchase Decision: Website Quality, Security, and Trust. Surabaya: Scopindo Media Pustaka.
Sholihin, Mahfud. (2020). Data Analysis Using Stata Software. Yogyakarta: Andi Offset.
Sugiyono. (2019). Accounting Research Methods. Yogyakarta: Deepublish Publisher.
Yusuf, Muhammad & Lukman Daris. (2019). Data Analysis in Fisheries Research: Theory & Application. Bogor: IPB Press.
Yusup, Dede. (2021). The Influence of Experiential Marketing in Kampoeng Jamboe Agro-tourism on Visitors’ Word of Mouth. Thesis, STIA Banten.
Template
