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Apriatni EP
Jurusan Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Diponegoro
Economics, Econometrics & Finance Social Sciences Other

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Journal : Jurnal Ilmu Administrasi Bisnis

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PENGARUH STRATEGI EXPERIENTAL MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KAOS DAGADU Gilang, Indiriy; EP, Apriatni; Widayanto, Widayanto
Jurnal Ilmu Administrasi Bisnis Volume 5, Nomor 4, Tahun 2016
Publisher : Departemen Administrasi Bisnis, FISIP Universitas Diponegoro

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Abstract

This study aimed to test the influence of experiental marketing strategy and product quality on purchasing decision of T-Shirt Dagadu in Yogyatourium outlet of PT. Aseli Dagadu Djokdja. The samples in this research are 100 consumers who shop Dagadu T-Shirt in Yogyatourium outlet. The author used SPSS 16.0 program to test the regression on data analysis. And the study results indicate that experiental marketing strategy has a positive and significant influence on the purchasing decision, with coefficient determination is 5,9%, product quality has a positive and significant influence on the purchasing decision, with coefficient determination is 12,2%, and experiental marketing strategy and product quality have a positive and significant influence on the purchasing decision, with the coefficient determination is 20,8%. Results of this study indicate that in the order to enhance the purchasing decision, PT. Aseli Dagadu Djokdja should consider the experiental marketing strategy and product quality.
Co-Authors Indiriy Gilang, Indiriy Widayanto Widayanto