Hasil Pencarian  ::  Simpan CSV :: Kembali

Abstrak :
Penelitian ini bertujuan menggambarkan menganalisis bagaimana pengaruh event marketing Brighspot Market terhadap keputusan pembelian produk fashion. Penelitian kuantitatif ini menggunakan pengumpulan data dengan kuesioner dan dianalisis menggunakan regresi linear. Sampel penelitian ini adalah 105 mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, dengan kriteria pernah melakukan pembelian pada event marketing Brightspot Market. Hasil penelitian ini menemukan pengaruh bahwa event marketing memiliki pengaruh yang cukup signifikan terhadap pembelian impuls Terdapat faktor-faktor lain yang juga mempengaruhi keputusan pembelian impuls konsumen pada saat mengunjungi event marketing Brightspot Market. The objective of this research is to identify how the impact of event marketing toward impulse buying decision. This quantitative study using questionnaire and apply linear regression method to analyze the data. The sample of this research is 105 University of Indonesia Social and Politics faculty students within criteria that have been attend Brightspot Market event. The result of this study reveals that event marketing has significant impact toward impulse buying, however event marketing elements only have moderate impact towards impulse buying. There are other factors that affect customers impulse buying decision while attend Brightspot Market event.

Abstrak :
[ABSTRAK
Penelitian ini membahas tentang pengaruh efektivitas event marketing terhadap buying intention produk Speedy Instan. Event marketing merupakan salah satu aktivitas promosi yang dilakukan oleh banyak brand dengan tujuan untuk dapat meningkatkan brand involvement, brand emotion dan brand attitude. Selain aspek brand yang menjadi perhatian juga dilakukan penelitian terhadap aspek event itu sendiri. Perpaduan antara brand dan event merupakan dua faktor penting dalam pengukuran efektivitas suatu event marketing dan juga terhadap buying intention dari suatu produk.

---

ABSTRACT
This study discusses the influence of the effectiveness of event marketing to the intention of buying the product speedy instant. Event marketing is one of the promotional activities undertaken by many brands with the aim to increase brand involvemnt, brand attitude and brand emotion. In addition to the brand aspect of concern was also conducted research on aspects of the event itself. The combination of brand and event are two important factors in measuring the effectiveness of a marketing event and also the intention of buying a product., This study discusses the influence of the effectiveness of event marketing to the intention of buying the product speedy instant. Event marketing is one of the promotional activities undertaken by many brands with the aim to increase brand involvemnt, brand attitude and brand emotion. In addition to the brand aspect of concern was also conducted research on aspects of the event itself. The combination of brand and event are two important factors in measuring the effectiveness of a marketing event and also the intention of buying a product.]