PENGARUH EVENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK INDIHOME PT. TELKOM INDONESIA REGIONAL III BANDUNG

Abstract

This study aims to analyze the effect of event marketing on purchasing decisions at PT. Telkom Indonesia Regionnal III Bandung. The population in this study were respondents who participated in indihome events or who had participated with a population of 3000. The number of samples was 96 respondents using probability sampling method. The analytical method used is descriptive analysis and simple linear regression analysis methods. This type of research is associative research and the data used are primary data obtained by a list of questions whose measurements use a Likert scale. Hypothesis testing uses the SPSS program. The results of this study indicate that simultaneously event marketing has a significant effect on purchasing decisions at PT. Telkom Indonesia Regional III Bandung. Partially event marketing has a positive and significant effect on purchasing decisions at PT. Telkom Indonesia Regional III Bandung.