Can Prices, Product Quality and Experiential Marketing Affect Consumer Buying Decisions in the Era of Pandemic Covid-19 (Case Study on Samsung Brand Cellular Products)

Abstract

The corona virus pandemic in Indonesia has not yet subsided. Conditions like this will certainly have an impact on business, this is because during the Covid-19 pandemic it was able to change the behavior of business activities. For example, there are social restrictions in various business activities that must be carried out over long distances. So that business people cannot run the business optimally. For this reason, this study aims to determine how respondents respond about price, product quality and experiential marketing to consumer purchasing decisions for Samsung brand cellular products. The research method used is descriptive and verification methods with data collected, namely secondary data and primary data. While data collection techniques, by distributing questionnaires, interviews and observations. The data analysis tool used is multiple regression, this is done to determine how much the ability to contribute or influence price, product quality, experiential marketing on consumer buying decisions. The results showed that price was able to influence purchasing decisions even though the effect was not significant, while the variables Product quality is not able to affect product quality and experiential marketing variables are able to influence consumer buying decisions for Samsung brand cellular products, this is because Samsung brand cellular consumers will pay attention to price factors, where prices increase they will move to competing products, and brand cellular consumers Samsung is not affected by the quality of Samsung brand products offered by the company. Consumers are more likely to consider the experiences of other consumers who have purchased the product. For this reason, this company is advised to always update the experiences or testimonials of consumers who have purchased products.