PENGARUH STRATEGI EXPERIENTIAL MARKETING, BRAND IMAGE DAN KETEPATAN WAKTU TERHADAP KEPUTUSAN PEMBELIAN TIKET KERETA API

Abstract

Abstract This study aims to determine whether or not there is an influence of experiential marketing strategy, brand image, and timeliness on train ticket purchasing decisions. This research method uses a quantitative research design and uses primary data taken directly from the respondents using a questionnaire. The sampling technique in this study used a sample random sampling technique, namely the sampling and population were carried out at random (random) without regard to the existing strata in the population. The results showed that Experiential marketing had a positive and significant effect on the decision to purchase train tickets. Brand image has a positive and significant effect on purchasing decisions for train tickets. Punctuality has a positive and significant effect on the decision to purchase train ticket. Keywords: experiential marketing strategy, brand image, and timeliness, purchasing decisions