ARTICLE
TITLE

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

SUMMARY

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.

PAGES
pp. 283 - 292

 Articles related

Norm Friesen    

Proliferating media forms, from tablets to Twitter, are changing communicative practice, delimiting new experiential horizons, and thus providing phenomenological research with novel variations on the experience of self and other. Videoconferencing via S... see more


Jenni Conrad    

Purpose: This study examines one “out” gay teacher’s participation in the Day of Silence (DoS), an international event highlighting the silencing of LGBTQ people in schools, to illustrate teacher agency in counter-narrative teaching, particularly for cou... see more


Svitlana Macenka    

The article is dedicated to the historical phenomenon of Thirty Years’ War in its literary interpretation. This historical event remains an important component in the collective cultural memory of Germans. Thirty Years’ War is still considered one of the... see more


Monica Pellerone,Tiziana Ramaci,Rasoul Heshmati    

Recent literature underlines that, during adolescence, social networks are used to manage friendships. The reflection on the relational dynamics in social networks is based on the construction and shaping identity; online identity becomes not only person... see more


David Mandiyanike    

The paper examines capacity building in Zimbabwe’s Rural District Councils (RDCs) from 1994 to 2001 and the resultant erosion of capacity during Zimbabwe’s protracted political and economic crisis that followed. It is prudent to ask whether there was ‘ca... see more