The Effect of Emotional Branding and Experiental Marketing on Chosik (Chocolate Sikka) Purchasing Decisions in Sikka Regency

Abstract

This research aims to (1) determine the influence of emotional branding on purchasing decisions for Chosik (Chocolate Sikka) in Sikka district. (2) determine the influence of experiential marketing on purchasing decisions for Chosik (Chocolate Sikka) in Sikka district. (3) determine the influence of emotional branding and experiential marketing on purchasing decisions for Chosik (Chocolate Sikka) in Sikka district. In this research, the research design uses associative research with a quantitative research method approach. In this study, the sample size taken using the Cochran formula was 100 respondents from Chosik consumers in Sikka district. Data collected through questionnaires and analyzed using inferential statistics, namely multiple linear regression. Hypothesis testing is carried out through the F test and T test. The results of this research show that: (1) Emotional Branding partially has a significant effect on Chosik purchasing decisions with a t-count value of4,643> 1.98, (2) Expriental Marketing partially has no influence on Chosik purchasing decisions with a t value of 1.216 < 1.98, (3) Emotional Branding and Experiential Marketing simultaneously have a significant influence on Chosik purchasing decisions in Sikka district with a F table value of 104.861 > 3 .09.