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

M. ABIDURRAHMAN, M. ABIDURRAHMAN and Mavilinda, Febria Hera (2025) PENGARUH HARGA DAN EXPERIENTIAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA WEBSITE ZALORA DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

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.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Price, Experiential Marketing, Purchase Decision
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	M. Abidurrahman M. Abidurrahman
Date Deposited:	07 Jul 2025 04:05
Last Modified:	07 Jul 2025 04:05
URI:	http://repository.unsri.ac.id/id/eprint/176907

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