EFEKTIVITAS EVENT MARKETING DAN CONSUMER EXPERIENCE TERHADAP PURCHASE INTENTION : Studi Kasus K-pop Event di Kopi Chuseyo Kemanggisan Jakarta - Nadia Putri Alzahra, - (2023)
Tren Pariwisata saat ini banyak berfokus pada usaha kuliner di Indonesia yaitu maraknya para pembisnis membangun bisnis kafe di DKI Jakarta. Ada beberapa hal yang umumnya digunakan untuk memfokuskan ciri khas kafe kafe tersebut seperti kafe dengan tema K-Pop yang saat ini sedang banyak sekali di gandrungi. Sebuah Event dapat memberikan Experience langsung kepada konsumen dengan cara yang lebih menarik dan interaktif. Penelitian ini bertujuan untuk mengetahui efektivitas event marketing dan consumer experience terhadap purchase intention. Penelitian ini menggunakan metode kuantitatif, analisis regresi linear berganda dan analisis koefisien determinasi dengan bantuan SPSS 26. Objek penelitiannya adalah konsumen Kopi Chuseyo yang juga pernah atau sering menjadi peserta K-pop Events yang di adakan di Kopi Chuseyo Kemanggisan. Sampel dalam penelitian ini sebanyak 100 responden yang diambil dengan teknik systematic random sampling. Hasil penelitian ini menunjukan bahwa terdapat hubungan yang positif dan signifikan antara efektivitas event marketing dan consumer experience pada event K-pop terhadap purchase intention di Kopi Chuseyo Kemanggisan yaitu. Hasil penelitian menunjukkan bahwa kedua variabel independen yaitu event marketing dan consumer experience memberikan pengaruh yang simultan maupun parsial terhadap purchase intention. Tourism trends currently focus a lot on culinary businesses in Indonesia, namely the rise of businessmen building businesses cafe in DKI Jakarta. There are several things that are commonly used to focus on a feature cafes it's like cafe with the K-pop theme which is currently being loved a lot. An Event can provide direct experience to consumers in a more interesting and interactive way. This study aims to determine the effectiveness of event marketing and consumer experience on purchase intention. This study uses quantitative methods, multiple linear regression analysis and analysis of the coefficient of determination with the help of SPSS 26. The object of the research is Chuseyo Coffee consumers who have also been or often become K-pop participants. Events which was held at Kemanggisan Chuseyo Coffee. The sample in this study was 100 respondents who were taken by technique systematic random sampling. The results of this study indicate that there is a positive and significant relationship between effectiveness event marketing and consumer experience on event K-pop against purchase intention in Chuseyo Coffee Kemanggisan. The results showed that the two independent variables namely event marketing and consumer experience provide a simultaneous or partial effect on purchase intention.