PENGARUH EXPERIENTIAL MARKETING DAN BRAND KNOWLEDGE TERHADAP PURCHASE INTENTION PADA PENGGUNA SIMPATI 4G LTE CABANG PURWAKARTA

Abstract

This study aims to determine the effect of experiential marketing, and brand knowledge on purchase intention on Telkomsel 4G LTE Purwakarta Branch. The method used in this research is quantitative descriptive method, the population used in this study are all Telkomsel customers in the Regency. Purwakarta. Research samples of 96 samples were taken using nonprobability sampling and calculation of the number of samples using the lemeshow formula, meanwhile the collection was done by interview, questionnaire and library research. Regression analysis is used in this study to analyze data statistically using SPSS 22 software. Interest in buying or upgrading Telkomsel 4GLTE consumers is influenced by two independent variables namely experiential marketing and brand knowledge. From the variable X1 (experiential marketing) there are indicators of data quota distribution that cause consumers to make purchase intentions, and from the variable (X2) brand knowledge there are indicators that consumers tend to know that Telkomsel is a brand that controls market share so that this causes a significant influence between The research variables X1 and X2 on Y variables. While the level of influence proportionally caused by other variables outside the two variables is said to be very weak, this shows that there are other variables or factors not discussed in this study that also have an influence on purchase intention on Telkomsel 4G LTE branch consumers in Purwakarta.