THE ROLE OF EXPERIENTAL MARKETING IN THE PURCHASE DECISION OF THE BODY SHOP COSMETIC PRODUCTS IN JEMBER REGENCY

Syarifah Fidelia Andarini, Akhmad Suharto, Rusdiyanto Rusdiyanto

Abstract


The cosmetics industry is an industry that can be said to have good growth and development in Indonesia. People, especially women, are increasingly aware of the importance of using cosmetics daily. This study aims to test the influence of Experiential Marketing variables on purchasing decisions, and purchasing decision variables on experiential marketing variables. The type of research conducted is quantitative. The object of this study is the cosmetic product of the body shop Lippo Plaza Jember. The sampling technique was 100 respondents. The data collection method was by distributing questionnaires to respondents who had purchased the cosmetic product of the body shop Lippo Plaza at least 1 time. This study uses descriptive and path data analysis. The results of this study indicate that the Experiential Marketing variables sense, feel, think, act, and relate significantly influence customer decision variables.

Full Text:

PDF

References


Alma, B. (2018). Manajemen Pemasaran & Manajemen Pemasaran Jasa. Alfabeta.

Atmaja, N. P. C. D., Pratama, I. M., & Manek, D. (2022). Pengaruh Experiental Marketing, E- Service Quality Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Di E- Commerce Lazada Di Kota Denpasar. Jurnal Manajemen Dan Bisnis Equilibrium, 8, 2.

Berliana, D. L. (2022). Pengaruh Strategi Experiential Marketing, Brand Image Dan Ketepatan Waktu Terhadap Keputusan Pembelian Tiket Kereta Api. Simba : Seminar Inovasi Manajemen, Bisnis, Dan Akuntansi, 4, 0.

Erwantiningsih, E. (2023). Pengaruh Experiental Marketing Dan Media Sosial Terhadap Keputusan Pembelian Dan Dampaknya Terhadap Loyalitas Pelanggan. Management Studies And Entrepreneurship. https://journal.yrpipku.com/index.php/msej/article/download/1777/1721/16601

Falah, F., Welsa, H., & Cahyani, P. D. (2023). Pengaruh Experiential Marketing Dan Desain Produk Terhadap Kepuasan Konsumen Dengan Keputusan Pembelian Sebagai Variabel Intervening Pada Konsumen Smartphone Xiaomi Di Yogyakarta. . . J-Mas (Jurnal Manajemen Dan Sains), 8, 2.

Hermawan, A., Hidayah, N., & Utami, S. (2023). Pengaruh Kualitas Produk, Green Marketing, Dan Experiential Marketing Terhadap Keputusan Pembelian (Studi Empiris Pada Konsumen Kopi Lawoek Temanggung). Borobudur Management Review, 3, 1.

Kasakeyan, R. F., Tawas, H. N., & Poluan, J. G. (2021). Pengaruh Electronic Word Of Mouth, Kualitas Produk Dan Experiental Marketing Terhadap Keputusan Pembelian Produk Street Boba Manado. Jurnal Emba, 9, 4.

Khais, M. L., Widarko, A., & Asiyah, S. (2021). Pengaruh Store Atmosphere, Experiental Marketing Dan Price Discount Terhadap Keputusan Pembelian Di Era Pandemi Covid-19. Jurnal Ilmiah Riset Manajemen.

Kurnia, R., & Khasanah, I. (2022). Analisis Pengaruh Experiential Marketing, Kualitas Pelayanan, Dan Fasilitas Terhadap Keputusan Menginap Kembali Melalui Kepuasan Pelanggan Sebagai Variabel Intervening. Diponegoro Journal Of Management, 11, 3.

Lupiyoadi. (2021). Manajemen Pemasaran.

Nuraisyiah, M., Nurdiana, M., Mustari, M., Nurlaila Syarfiah Asfo, M., Muhammad Kusnady Tabsir, M., Rachmawaty, M. S., Purwanti, M., Muhammad Rakib, S. M., Zilfana, M., Andi Sawe Riesso, M., & Dewi Mariam Widiniarsih, M. S. (2023). Manajemen Pemasaran (T. Media (ed.)).

Ramadhan, M. A., & Asj’ari, F. (2021). Pengaruh Experiential Marketing Dan Desain Interior Terhadap Keputusan Pembelian Konsumen Di Tanpapintu Coffe Shop Wonoayu Sidoarjo. Journal Of Sustainability Business Research, 2, 4.

Saodin, Dwianto, Nerson, N., Adistira, A. B., & Ardinal. (2022). Pengaruh Experiential Marketing, Perceived Quality Dan Advertising Terhadap Keputusan Pembelian Produk Luwak White Koffie. Kalianda Halok Gagas, 5, 1.

Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif.

Tehuayo, E., & Darso, S. B. E. (2022). Pengaruh Electronic Word Of Mouth, Experiental Marketing Dan Store Personality Terhadap Keputusan Pembelian Di Toko Buku Gramedia. Jurnal Pendidikan Dan Konseling, 4, 6.




DOI: http://dx.doi.org/10.31000/combis.v7i1.13192

Article Metrics

Abstract - 469 PDF - 418

DOI (PDF): http://dx.doi.org/10.31000/combis.v7i1.13192.g6008

Refbacks

  • There are currently no refbacks.



This journal has been indexed in:


googleGarudacrossrefdimention

Tools


        

Office:
Editor of Jurnal Comparative; Ekonomi dan Bisnis UMT, Building F, 3rd Floor, Faculty of Economics and Business, Universitiy Of Muhammadiyah Tangerang
Jl. Perintis Kemerdekaan I No.33, RT.007/RW.003, Babakan, Cikokol, Kec. Tangerang, Kota Tangerang, Banten 15118

Wa: 08567312111 (Galuh), 085716034977 (Eky)
Email: dynamic@gmail.com 

Jurnal Comparative: Ekonomi dan Bisnis © 2021 is licensed under CC BY-SA 4.0