Pengaruh Experiential Marketing dan Brand Trust Terhadap Pengambilan Keputusan Jemaah dalam Memilih Biro Umrah pada Zhafirah Tour & Travel Yogyakarta

Abstract

Purpose – The aims of this reseacrh are (1) to test the existence of the influence of experiential marketing significantly on the decisionmaking of the pilgrims in Zhafirah Tour & Travel Yogyakarta, (2) testing or absence of the influence of brand trust significantly on the decision making of the pilgrims in Zhafirah Tour & Travel Yogyakarta (3) Test the presence or absence of the influence of experiential marketing and brand trust significantly on the decision making of the pilgrims at Zhafirah Tour & Travel Yogyakarta together.

Design/methods/approach – This research method is a descriptive quantitative method of analysis. Determination of the number of samples this study uses a simple random sampling technique. The sample in this study was 30 respondents with data collection using a questionnaire. Data processing in this study uses descriptive analysis, classical assumption test (normality test, multicollinearity test, heteroscedasticity test), validity and reliability test, and hypothesis test (multiple linear regression analysis, partial test t, simultaneous test, coefficient test R2 Determination).

Findings – The results of this study performed that experiential marketing (X) had a positive and significant influence on the decision making (y) of the congregation in choosing the Umrah Bureau at Yogyakarta Zhafirah Tour & Travel by 20.38%, Brand Trust (X2) had a positive and significant influence on Decision Making (Y) The congregation in choosing the Umrah Bureau at the Yogyakarta Zhafirah Tour & Travel of 48.07%, Experiential Marketing (X) and Brand Trust (X2) have a positive and significant influence on decision making (Y) the congregation in choosing the Umrah Bureau at Zhafirah Tour & Travel Yogyakarta is 68.5%.