STUDI EMPIRIS EXPERIENTIAL MARKETING DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN JASA (STUDI KASUS PADA MEMBER SANGGAR SENAM TRY GYM JEMBER)

ABSTRACT
This study aims to determine the effect of two variables, namely experiential marketing and service quality on purchasing decisions. The hypothesis in this study is that experiential marketing and service quality influence the purchasing decision of the Tri Gym Jember gym services, which has a population of 75 respondents using purposive sampling technique. Data collection techniques using observation, interviews and questionnaires. The analysis used includes validity test, reliability test, classic assumption test (normality test, multicollinearity test, heteroscedasticity test), multiple linear regression analysis and hypothesis testing (t test, coefficient of determination). Experimental marketing test results have a calculated significance value of 0.000 and less than 0.05 and t count (6.237)> t table (1.6663) which means that the Experimental marketing hypothesis has an influence on accepted purchasing decisions. This also shows that experiential marketing affects purchasing decisions, which means that the better experiential marketing will have an impact on the higher purchasing decisions. Service quality test results have a significance value of 0.000 and greater than 0.05 and t count (6.257)> t table (1.6663) which means that the service quality hypothesis has an influence on accepted purchasing decisions. This also shows that service quality affects purchasing decisions which means that the better the quality of service will have an impact on the higher the purchase decision. The implication of this research is that experiential marketing and service quality have a positive and significant influence on the decision to purchase services for the Tri Gym Jember gym and consumers of the Tri Gym Jember gym in Jember Regency are increasingly loyal to Tri Gym Jember.
Keywords: experiental marketing, service quality and purchasing decisions