Pengaruh Cita Rasa dan Experiential Marketing terhadap Keputusan Pembelian (Studi kasus konsumen McDonalds Galuh Mas-Karawang)

Authors

  • Melisa Utami Putri University of Singaperbangsa Karawang image/svg+xml
  • Ajat Sudrajat

DOI:

https://doi.org/10.30601/humaniora.v5i1.1687

Keywords:

Cita Rasa, Experiential Marketing, Keputusan Pembelian

Abstract

This study aims to determine the taste and experiential marketing partially and simultaneously influence the purchasing decisions of McDonald's products Galuh Mas Karawang and also to find out the  most dominant variable between taste and experiential marketing on product purchasing decisions of  McDonald’s Galuh Mas Karawang. The data collection method used in this research is descriptive test,  validity test, reliability test, classical assumption test, multiple linear regression test, T test and F test. McDonald's Galuh Mas Karawang, and the second research shows that taste and experiential marketing simultaneously influence the purchasing decisions of McDonald's Galuh Mas Karawang products. The results of the F test show that Fcount (82.694)> Ftable (21.149) and the most dominant variable influencing McDonald's product purchasing decisions Galuh Mas Karawang is the experiential marketing variable. Penelitian ini bertujuan untuk mengetahui cita rasa dan experiential marketing berpengaruh secara parsial dan simultan terhadap keputusan pembelian produk McDonald’s Galuh Mas Karawang dan juga untuk mengetahui variabel yang paling dominan diantara cita rasa dan experiential marketing terhadap keputusan pembelian produk McDonald’s Galuh Mas karawang. Metode pengumpulan data yang digunakan dalam penelitian ini adalah uji deskriptif, uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linear berganda, uji T dan uji F. Dari hasil analisis menunjukkan bahwa cita rasa dan experiential marketing berpengaruh secara parsial terhadap keputusan pembelian produk McDonald’s Galuh Mas Karawang, dan penelitian kedua menunjukkan cita rasa dan experiential marketing berpengaruh secara simultan terhadap keputusan pembelian produk McDonald’s Galuh Mas Karawang. Untuk hasil uji F menunjukkan Fhitung (82,694) > Ftabel (21,149) dan variabel yang paling dominan berpengaruh terhadap keputusan pembelian produk McDonald’s Galuh Mas Karawang adalah variabel experiential marketing.   

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Published

2021-04-07

Issue

Vol. 5 No. 1 (2021): April 2021

Section

Articles

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How to Cite

Pengaruh Cita Rasa dan Experiential Marketing terhadap Keputusan Pembelian (Studi kasus konsumen McDonalds Galuh Mas-Karawang). (2021). Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi Dan Hukum, 5(1), 46-53. https://doi.org/10.30601/humaniora.v5i1.1687