Experiential Marketing, Perceived Quality and Advertising to the Decision to Purchase Honey Artana Products

Paolinus Hulu, Rachma Nadhila Sudiyono, Mustofa Mustofa, Ahmad Yani, Ria Hartati

Abstract


This research aims to see the influence of experiential marketing on the decision to buy Artana honey products in the Tangerang Regency by mediating perceived quality and advertising. This study is a quantitative study that uses a sample of 60 respondents. The data analysis in this study used structural equation modelling analysis PLS 3.0 to confirm the dimensions of the concept and measure how much influence independent variables have on dependent variables. The results showed that: (1) Experiential marketing has a positive and significant effect on Perceived quality, (2) Experiential marketing has a positive and significant effect on Advertising, (3) Experiential marketing has no positive and significant effect on product purchases, (4) Perceived quality has a positive and significant effect on product purchases, (5) Advertising has no positive and significant effect on product purchases, (6) Experiential marketing affects the purchase of products mediated by Perceived quality, (7) Experiential marketing affects the purchase of products mediated by advertising.


Keywords


Experiential Marketing; Perceived Quality; Advertising; Product

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DOI: http://dx.doi.org/10.18415/ijmmu.v9i5.3689

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