Pengaruh Digital Marketing dan Experiential Marketing terhadap Keputusan Pembelian Madu di Agrowisata Royal Honey Sakah di Gianyar

Abstract

The use of technology is expected to bring enormous benefits for an increasingly competitive business world. In order to improve business competition and product sales, one method of implementation the technique is to market various products or services through use of electronic commerce. This study aims to determine the influence of Digital Marketing and Experiential Marketing on decisions buying honey at Royal Honey Sakah Agrotourism in Gianyar. Method research used is quantitative. Research location in Br. Sakah, Village Kaler Rock, Gianyar, Bali. The sample used was 100 respondents. The data analysis technique used is Validity Test, Reliability, Assumptions Classical, Multiple Linear Regression, Coefficient of Determination, t test and F test. Based on the results of the research, it was found that Digital Marketing significant positive effect on purchasing decisions, Experiential Marketing has a significant positive effect on purchasing decisions, and simultaneously Digital Marketing and Experiential Marketing have a positive effect and significant to the purchase decision. The magnitude of the influence of the independent variables on purchasing decisions is 78.9%. Suggestions in this study are Royal Honey Sakah Agrotourism in Gianyar should offer products that are better quality by modifying honey products that are sold such as ordinary honey mixed with garlic to add efficacy so that customers will be interested in buying the honey, give it rapid response to consumers, recruiting special employees handle social media and regularly make promos or discounts.