The Influence of Experiential Marketing, Promotion and Price on the Purchase Decision of Auky Gift Surabaya Product

Yessy Kurniawati (Management, Faculty of Economic and Business, Muhammadiyah University of Surabaya, Indonesia)
Muhammad Anang Firmansyah (Management, Faculty of Economic and Business, Muhammadiyah University of Surabaya, Indonesia)
Siti Maro'ah (Management, Faculty of Economic and Business, Muhammadiyah University of Surabaya, Indonesia)

International Conference on Economics, Management, Business, and Accounting
Vol 2 No 1 (2025): International Conference on Economics, Management, Business, and Accounting

This study examines The Impact of Experiential Marketing, Promotion, and Price on Consumer Purchasing Decisions for Auky Gift Surabaya. Using a quantitative survey of 100 buyers, data were analyzed with multiple linear regression via SPSS 25. Results show that experiential marketing and promotion significantly and positively affect purchasing decisions, while price has no significant effect. Collectively, the three variables influence consumer choices. The study is limited to a single company with a small sample, reducing generalizability. Future research should include wider objects and larger samples to improve validity. The novelty lies in integrating Experiential Marketing, Promotion, and Price in the context of gift products, contributing to marketing literature and offering practical insights for businesses to strengthen consumer decisions through experiential and promotional strategies