THE EFFECT OF LOCATION, BRAND IMAGE, AND EXPERIENTIAL MARKETING TOWARDS PURCHASE DECISION AT SOTO BATHOK MBAH KATRO YOGYAKARTA

Clara Kurnia Sari, Ima Kristina Yulita, Caecilia Wahyu Estining Rahayu

Abstract


Purpose: This research aims to determine the effect of: (1) location, brand image, and experiential marketing simultaneously on purchasing decisions, (2) location on purchasing decisions, (3) brand image on purchasing decisions, (4) experiential marketing on purchasing decisions at Soto Bathok Mbah Katro Yogyakarta. Methods: Quantitative method, the population in this study is the consumers of Soto Bathok Mbah Katro Yogyakarta. The sample was selected using a purposive sampling technique by distributing questionnaires to 110 respondents. Analysis data: The data were analyzed using descriptive analysis techniques, classical assumption tests, and multiple linear analysis with SPSS 25 programs. Result and discussions: The results indicate that (1) location, brand image, and experiential marketing simultaneously affect purchasing decisions, (2) location has an effect on purchasing decisions, (3) brand image has no effect on purchasing decisions, (4) experiential marketing has an effect on purchasing decisions.

Keywords


Location; Brand Image; Experiential Marketing; Purchase Decision

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