Analysis of Cultural, Social, Personal, and Experiental Marketing on Customer Purchase Decisions

Muhammad Tamami Dwi Saputra , Tinik Sugiarti , Siti Aliyati Albushari

Social, Cultural, Personal, Experiental Marketing, Customer Purchase Decisions

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.

Published Paper   E-Certificate

"Analysis of Cultural, Social, Personal, and Experiental Marketing on Customer Purchase Decisions", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.5, Issue 2, page no.437 - 443, February-2020, Available :https://ijsdr.org/papers/IJSDR2002074.pdf

Volume 5 Issue 2, February-2020

Pages : 437 - 443

Paper Reg. ID: IJSDR_191410

Published Paper Id: IJSDR2002074

Downloads: 000347521

Research Area: Management

Country: Banjarmasin, Indonesia, Indonesia

Published Paper PDF: https://ijsdr.org/papers/IJSDR2002074

Published Paper URL: https://ijsdr.org/viewpaperforall?paper=IJSDR2002074

DOI: http://doi.one/10.1729/Journal.23144

ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJSDR(IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition