LOLONG, EDWARD and Koleangan, Ch. Adrie and Korompis, Merry Jeanned' Arc (2019) THE INFLUENCE OF VIRAL MARKETING, DIGITAL MARKETING, AND EXPERIENTIAL MARKETING TOWARD BUYING DECISION AT KAI'SANTI GARDEN WOLOAN. Skripsi thesis, UNIVERSITAS KATOLIK DE LA SALLE.
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Abstract
Buying decisions are several stages carried out by consumers before making a decision to purchase a product or service. Buying Decision making is a problem recognition process, information search, evaluation and selection of product alternatives, selection of distribution channels and implementation of decisions about products to be used or purchased by consumers.
The purpose of this study was to analyze and measure the influence of Viral Marketing, Digital Marketing, and Experiential Marketing on Buying Decision at the Woloan Kai'Santi Garden tourist site. This type of research is quantitative research using questionnaire data and processed using the SPSS version 25 statistical application using multiple regression analysis as an analysis tool.
The results of this study use multiple regression analysis as an analysis tool. The results of this study indicate that Viral Marketing and Digital Marketing partially have a significant influence on Purchasing Decisions, and Experiential Marketing has a positive effect but does not significantly influence. Simultaneously all independent variables (Viral Marketing, Digital Marketing, and Experiential Marketing) influence the Purchasing Decision at Kai'Santi Garden Woloan.
Keywords: Viral Marketing, Digital Marketing, Experiential Marketing, Buying Decision.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory | ||||||||
| Divisions: | Fakultas Ekonomi > Manajemen | ||||||||
| Depositing User: | Mr Victor Edwin Ohoiwutun | ||||||||
| Date Deposited: | 10 Oct 2019 00:59 | ||||||||
| Last Modified: | 21 Jan 2020 01:32 | ||||||||
| URI: | http://repo.unikadelasalle.ac.id/id/eprint/640 |
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