Analisis Pengaruh Experiential Marketing, Brand Awareness, dan Online Customer Review Terhadap Keputusan Pembelian Produk Handphone Samsung di Plaza Marina Surabaya. (Analysis of the Influence of Experiential Marketing, Brand Awareness, and Online Customer Reviews on Samsung Mobile Phone Product Purchase Decisions at Plaza Marina Surabaya).

Resnika, Shania (2024) Analisis Pengaruh Experiential Marketing, Brand Awareness, dan Online Customer Review Terhadap Keputusan Pembelian Produk Handphone Samsung di Plaza Marina Surabaya. (Analysis of the Influence of Experiential Marketing, Brand Awareness, and Online Customer Reviews on Samsung Mobile Phone Product Purchase Decisions at Plaza Marina Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The use of increasingly sophisticated technology in everyday life has changed the marketing paradigm for consumer electronic products. One proof of a large company that has become a pioneering example in the industry in this field is Samsung Electronics. Samsung has succeeded in becoming one of the companies that leads the global market. Its success in making innovative products with high quality has succeeded in attracting the attention of consumers in all parts of the world, including in Indonesia. The problem discussed in this research is whether there is a positive and significant influence between Experiential Marketing, Brand Awareness, and Online Customer Reviews on the decision to purchase Samsung cellphones at Plaza Marina Surabaya. The aim of this research is to identify the positive and significant influence of Experiential Marketing, Brand Awareness, and Online Customer Reviews on Samsung Mobile Phone Purchase Decisions at Plaza Marina Surabaya. This research uses a quantitative approach by collecting data using e-questionnaires, the sampling technique uses purposive sampling (non probability sampling) and the population is consumers who have purchased Samsung cellphone products at Plaza Marina Surabaya. The results of this research show that Experiential Marketing has a positive and significant influence on the decision to purchase Samsung cellphones, Brand Awareness has a positive and significant influence on the decision to purchase Samsung cellphones, and Online Customer Reviews do not have a positive and significant influence on the decision to purchase Samsung cellphones at Plaza Marina Surabaya.

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