INTERNATIONAL JOURNAL OF SCIENTIFIC DEVELOPMENT AND RESEARCH International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2455-2631 | Impact factor: 8.15 | ESTD Year: 2016
open access , Peer-reviewed, and Refereed Journals, Impact factor 8.15
In the purchase decision process, consumers are directly involved in making purchase decisions about the products offered by the seller. The process of purchase decisions made by consumers through various complex processes of various alternative choices that are influenced by various factors. Factors that influence purchasing decisions are cultural, social, personal, and experiential marketing. This study aims to examine and to analyze the influence of cultural on consumer purchase decision of Mister Tako Consumer in Banjarmasin and the influence of social on consumer purchase decision of Mister Tako Consumer in Banjarmasin. In addition, this study also analyze the influence of personal on consumer purchase decision of Mister Tako Consumer in Banjarmasin and the influence of experiental marketing on consumer purchase decision of Mister Tako Consumer in Banjarmasin. Sampling method of this study using accidental sampling technique that takes samples of each consumer encountered when the researcher conducted research at Mister Tako Banjarmasin. The research data was obtained by using questionnaires distributed to 100 consumer of Mister Tako in Banjarmasin. The data analysis technique used to test the research hypothesis in multiple linear regression analysis. The results of this study found that cultural variables influence the purchasing decision of Mister Tako products. Experiental marketing variables influence the purchasing decision of Mister Tako products. On the other hand, social variables do not affect Mister Tako's product purchasing decisions, and personal variables do not affect Mister Tako's product purchase decisions.
"Analysis of Cultural, Social, Personal, and Experiental Marketing on Customer Purchase Decisions", International Journal of Science & Engineering Development Research (www.ijsdr.org), ISSN:2455-2631, Vol.5, Issue 2, page no.437 - 443, February-2020, Available :http://www.ijsdr.org/papers/IJSDR2002074.pdf
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Publication Details:
Published Paper ID: IJSDR2002074
Registration ID:191410
Published In: Volume 5 Issue 2, February-2020
DOI (Digital Object Identifier): http://doi.one/10.1729/Journal.23144
Page No: 437 - 443
Publisher: IJSDR | www.ijsdr.org
ISSN Number: 2455-2631
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