Skripsi

PENGARUH HARGA DAN EXPERIENTIAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA WEBSITE ZALORA DI KOTA PALEMBANG

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Penilaian

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This study aims to analyze the influence of price and experiential marketing on consumer purchase decisions on the Zalora e-commerce platform in Palembang City. The background of this research stems from the declining number of visits to the Zalora website, which is suspected to be due to high pricing and the lack of engaging shopping experiences. A quantitative approach was employed using survey methods, distributing questionnaires to 100 respondents who are users of Zalora in Palembang. The results indicate that both price and experiential marketing significantly influence purchase decisions, both partially and simultaneously. Therefore, it is essential for the company to adjust its pricing strategy and enhance experiential marketing elements, such as product visuals and interactive features, to improve consumer loyalty and drive purchase decisions on Zalora's platform.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507003765	T176907	T1769072025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1769072025

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2025

Collation

xvi, 125 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Manajemen pemasaran

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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