PENGARUH EXPERIENTIAL MARKETING DAN BRAND COMMUNITY ENGAGEMENT TERHADAP PURCHASE INTENTION PADA KONSUMEN MOTOR YAMAHA DI KOTA TASIKMALAYA
DOI:
https://doi.org/10.61722/jrme.v3i6.12624Keywords:
Experiential Marketing, Brand Community Engagement, Purchase IntentionAbstract
This study aims to analyze the effect of experiential marketing and brand community engagement on purchase intention among Yamaha motorcycle consumers in Tasikmalaya City. This study employed a quantitative method with a causal approach and involved 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS version 25. The results showed that experiential marketing and brand community engagement had a positive and significant simultaneous effect on purchase intention. Partially, experiential marketing had a positive and significant effect on purchase intention. In addition, brand community engagement also had a positive and significant effect on purchase intention, with a greater contribution than experiential marketing. These findings indicate that improving the quality of consumer experiences and strengthening engagement within brand communities can be effective strategies for increasing purchase intention among Yamaha motorcycle consumers in Tasikmalaya City
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