Pengaruh Event Marketing Terhadap Keputusan Pembelian Plant Based Food

Johen, Agnes (2024) Pengaruh Event Marketing Terhadap Keputusan Pembelian Plant Based Food. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine the effect of event marketing which consists of 3 main elements, namely entertainment, excitement, and enterprise on purchasing decisions for plant-based food in Palembang city. The types of data used in this study are primary and secondary data. The population in this study were people who visited the Sriwijaya Lantern Festival in Palembang city. The sampling technique used in this study was purposive sampling on 102 respondents. The hypothesis testing method used is multiple linear regression analysis. This study found that the variables of entertainment, excitement, and enterprise have a significant positive effect on purchasing decisions for plant-based food in Palembang city.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Event Marketing, Entertainment, Excitement, Enterprise, Purchase Decision, Plant Based Food
Subjects: H Social Sciences > HB Economic Theory
Divisions: Theses - S1 > Management Study Program
Depositing User: Agnes Johen .
Date Deposited: 06 Mar 2024 05:54
Last Modified: 06 Mar 2024 05:54
URI: http://eprints.ukmc.ac.id/id/eprint/11668

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