Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/21561
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dc.contributor.advisorNasution, Nur Aisyah-
dc.contributor.authorFitriani, Rahma-
dc.date.accessioned2023-10-18T11:34:54Z-
dc.date.available2023-10-18T11:34:54Z-
dc.date.issued2023-08-21-
dc.identifier.urihttps://repositori.uma.ac.id/handle/123456789/21561-
dc.description94 Halamanen_US
dc.description.abstractThis study aims to determine whether content marketing and experiential marketing have an influence on consumer purchasing decisions (case study of consumers in Medan Tembung sub-district). The population of consumer case studies in Medan Tembung sub-district, Medan City, North Sumatra, Indonesia totalling 102 consumers, January - February 2023. This study used a sample of 102 respondents, using the Saturated sampling technique the entire population was sampled. This study uses quantitative data analysis methods and hypothesis testing in this study using statistical model analysis consisting of validity tests, reliability tests, classical assumption tests, multiple linear regression, F tests, t tests, and the coefficient of determination (R2) using SPSS 26 (Statistical Product and Services Solution) software for windows. Data collection was obtained from the distribution of questionnaires (case study of consumers in Medan Tembung sub-district). The results showed that there is a relationship between the independent variables, namely content marketing and experiential marketing on the dependent variable, namely purchasing decisions. The content marketing variable obtained t value is so that t count> t table (4.314> 1.984) and the value of the significance level is 0.00 < 0.05 and for the independent variable experiential marketing obtained t value < t table (0.362 < 1.984) with a significance level of 0.00 < 0.05. Based on the simultaneous test, the Fcount value is 27.315> Ftable 3.09 with a significance level of 0.00 <0.05. so it can be concluded that content marketing has a significant positive effect on purchasing decisions (case study of consumers in Medan Tembung sub-district), while experiential marketing has a positive and insignificant effect on consumer purchasing decisions (case study of consumers in Medan Tembung sub-district). Penelitian ini bertujuan untuk mengetahui apakah content marketing dan experiential marketing mempunyai pengaruh terhadap keputusan pembelian konsumen (studi kasus konsumen di kecamatan Medan Tembung). Populasi studi kasus konsumen di kecamatan Medan Tembung, Kota Medan, Sumatera Utara, Indonesia yang berjumlah 102 konsumen, periode Januari – Februari 2023. Penelitian ini menggunakan sampel sebanyak 102 responden, dengan menggunakan Teknik sampling jenuh seluruh populasi dijadikan sampel. Penelitian ini menggunakan metode analisa data kuantitatif dan pengujian hipotesis dalam penelitian ini menggunakan analisis model statistik yang terdiri dari uji validitas, uji reliabilitas, uji asumsi klasik, regresi linier berganda, uji F, uji t, dan koefisien determinasi (R2) dengan menggunakan software SPSS 26 (Statistic Product and Services Solution) for windows. Pengumpulan data diperoleh dari hasil penyebaran kuesioner (studi kasus konsumen di kecamatan Medan Tembung). Hasil penelitian menunjukkan bahwa terdapat hubungan antara variabel independen yaitu content marketing dan experiential marketing terhadap variabel dependen yaitu keputusan pembelian. Variabel content marketing diperoleh nilai t adalah sehingga t hitung > t Tabel (4,314 > 1,984) dan nilai tingkat signifikansi sebesar 0,00 < 0,05 dan untuk variabel independen experiential marketing diperoleh nilai t hitung < t table (0,362 < 1,984) dengan tingkat signifikansi sebesar 0,00 < 0,05. Berdasarkan uji simultan menunjukkan nilai Fhitung sebesar 27,315 > FTabel 3,09 dengan tingkat signifikansi sebesar 0,00 < 0,05. sehingga dapat disimpulkan content marketing berpengaruh positif signifikan terhadap keputusan pembelian (studi kasus konsumen di kecamatan Medan Tembung), sedangkan experiential marketing berpengaruh positif tidak signifikan terhadap Keputusan pembelian konsumen (studi kasus konsumen di kecamatan Medan Tembung).en_US
dc.language.isoiden_US
dc.publisherUniversitas Medan Areaen_US
dc.relation.ispartofseriesNPM;198320363-
dc.subjectContent Marketingen_US
dc.subjectExperiential Marketingen_US
dc.subjectKeputusan pembelian konsumenen_US
dc.subjectPurchase Decisionen_US
dc.titlePengaruh Content Marketing Dan Experiential Marketing Terhadap Keputusan Pembelian Konsumen (Studi Kasus Konsumen Di Kecamatan Medan Tembung)en_US
dc.title.alternativeThe Influence of Content Marketing and Experiential Marketing Regarding Consumer Purchasing Decisions (Consumer Case Study in Medan Tembung District)en_US
dc.typeThesisen_US
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