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PENGARUH STRATEGI EXPERIENTAL MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KAOS DAGADU

*Indiriy Gilang  -  , Indonesia
Apriatni EP  -  , Indonesia
Widayanto Widayanto  -  , Indonesia

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Abstract
This study aimed to test the influence of experiental marketing strategy and product quality on purchasing decision of T-Shirt Dagadu in Yogyatourium outlet of PT. Aseli Dagadu Djokdja. The samples in this research are 100 consumers who shop Dagadu T-Shirt in Yogyatourium outlet. The author used SPSS 16.0 program to test the regression on data analysis. And the study results indicate that experiental marketing strategy has a positive and significant influence on the purchasing decision, with coefficient determination is 5,9%, product quality has a positive and significant influence on the purchasing decision, with coefficient determination is 12,2%, and experiental marketing strategy and product quality have a positive and significant influence on the purchasing decision, with the coefficient determination is 20,8%. Results of this study indicate that in the order to enhance the purchasing decision, PT. Aseli Dagadu Djokdja should consider the experiental marketing strategy and product quality.
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Keywords: Experiental marketing strategy, product quality, purchasing decision

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