Pengaruh Event Marketing Terhadap Keputusan Pembelian Plant Based Food
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Institusion

Universitas Katolik Musi Charitas

Author

Johen, Agnes

Subject

HB Economic Theory 

Datestamp

2024-03-06 05:54:58 

Abstract :
This study aims to determine the effect of event marketing which consists of 3 main elements, namely entertainment, excitement, and enterprise on purchasing decisions for plant-based food in Palembang city. The types of data used in this study are primary and secondary data. The population in this study were people who visited the Sriwijaya Lantern Festival in Palembang city. The sampling technique used in this study was purposive sampling on 102 respondents. The hypothesis testing method used is multiple linear regression analysis. This study found that the variables of entertainment, excitement, and enterprise have a significant positive effect on purchasing decisions for plant-based food in Palembang city. 

File :
EM-2024-2022098-cover.pdf
EM-2024-2022098-abstract.pdf
EM-2024-2022098-summary_id.pdf
EM-2024-2022098-complete.pdf
EM-2024-2022098-tableofcontent.pdf
EM-2024-2022098-chapter1.pdf
EM-2024-2022098-chapter2.pdf
EM-2024-2022098-chapter3.pdf
EM-2024-2022098-chapter4.pdf
EM-2024-2022098-chapter5.pdf
EM-2024-2022098-reference.pdf
EM-2024-2022098-attachment.pdf