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ISSN Approved Journal No: 2455-2631 | Impact factor: 8.15 | ESTD Year: 2016
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Paper Title: Analysis of Cultural, Social, Personal, and Experiental Marketing on Customer Purchase Decisions
Authors Name: Muhammad Tamami Dwi Saputra , Tinik Sugiarti , Siti Aliyati Albushari
Unique Id: IJSDR2002074
Published In: Volume 5 Issue 2, February-2020
Abstract: 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.
Keywords: Social, Cultural, Personal, Experiental Marketing, Customer Purchase Decisions
Cite Article: "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
Downloads: 000101773
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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