Analisis event marketing dan keputusan pembelian produk fashion lokal dikalangan pengunjung KICKFEST Bandung

Authors

  • Cut Irna Setiawati Universitas Telkom
  • Vicha Tafeni Meitasari Universitas Telkom

DOI:

https://doi.org/10.21111/tijarah.v6i2.5334

Keywords:

Event marketing, keputusan pembelian, produk fashion lokal

Abstract

Sejak KICKFEST Bandung tahun 2017 ada penurunan yang terjadi di brand clothing sebesar 30-40% dikarenakan  konsumen beralih ke penjualan online dan e-commerce. Selain itu, faktor lain dari penurunSejak KICKFEST Bandung tahun 2017 ada penurunan yang terjadi di brand clothing sebesar 30-40% dikarenakan  konsumen beralih ke penjualan online dan e-commerce. Selain itu, faktor lain dari penurunan clothing dan distro, karena ada perubahan dalam gaya hidup masyarakat untuk tahun sekarang bergaya dalam bentuk fashion bukan menjadi prioritas, untuk zaman sekarang banyak masyarakat harus memilih liburan ke tempat bagus lalu mem-posting ke sosial media. Sehingga itu menjadi kurangnya suatu ketertarikan pengunjung dalam brand fashion produk lokal di acara KICKFEST Bandung. Penelitian ini untuk menganalisis bagaimana gambaran event marketing dan keputusan pembelian serta untuk menguji seberapa pengaruh event marketing terhadap keputusan pembelian. Penelitian ini termasuk dalam jenis penelitian deskriptif serta metode penelitian kuantitatif. Penelitian ini menggunakan teknik sampling yaitu non-probablity sampling dan menggunakan purposive sampling. Metode pengumpulan data menggunakan kuesioner sebanyak 100 pengunjung. Analisis data yang digunakan adalah analisis regresi linier sederhana. Hasil penelitian menunjukan bahwa tanggapan pengunjung KICKFEST Bandung 2019 mengenai gambaran event marketing mendapatkan rata-rata total skor 74,67% dan mengenai keputusan pembelian mendapatkan penilaian paling tinggi dengan total skor nilai 75,9%. Terakhir, event marketing berpengaruh signifikan terhadap keputusan pembelian sebesar 52,85%.

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Published

2020-12-12

How to Cite

Setiawati, C. I., & Meitasari, V. T. (2020). Analisis event marketing dan keputusan pembelian produk fashion lokal dikalangan pengunjung KICKFEST Bandung. Al Tijarah, 6(2), 97–117. https://doi.org/10.21111/tijarah.v6i2.5334

Issue

Vol. 6 No. 2 (2020): Al Tijarah | December

Section

Articles

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The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to Al Tijarah journal and Departement of Management, Faculty of Economics and Management, University of Darussalam as publisher of the journal.