04 PENGARUH EVENT MARKETING TERHADAP MINAT BERKUNJUNG MALL MAYASARI PLAZA DI TASIKMALAYA

Abstract

ABSTRAK
Penelitian ini dilakukan di Mall Mayasari Plaza Tasikmalaya. Penelitian ini bertujuan untuk mengetahui sejauh mana seberapa besar pengaruh Event Marketing terhadap Minat Berkunjung di Mall Mayasari Plaza di Tasikmalaya. Dalam penelitian ini jenis penelitiannya menggunakan pendekatan kuantitatif. Hasil Interpretasi responden data yang diolah dari pengunjung yang pernah mengikuti event marketing di Mall Mayasari Plaza Tasikmalaya. Kemudian Interpretasi responden diregulasikan menggunakan teknik analisis
data bantuan SPSS 16.0. Dari hasil analisis data tersebut yang telah dilakukan diperoleh model persamaan regresi sederhana Y8= 1,358 + 0,386X artinya event marketing berpengaruh positif terhadap Minat Berkunjung Mall Mayasari Plaza di Tasikmalaya dan dari hasil analisis uji t 0,000 < 0,10 yaitu terhitung (15,356) > nilai t tabel (1,661) diperoleh nilai signifikan yang berarti event marketing berpengaruh terhadap Minat Berkunjung Mall Mayasari Plaza di Tasikmalaya.

Kata Kunci: Event Marketing , Minat Berkunjung , Mall Mayasari Plaza

ABSTRACT

This research was conducted at Mayasari Plaza Tasikmalaya Mall. This research aims to find out how much influence Event Marketing has on Interests Visit Mayasari Plaza Mall in Tasikmalaya. In this research type The research uses a quantitative approach. Results Interpretation of data respondents which was processed from visitors who had participated in marketing events at Mayasari Plaza Mall Tasikmalaya. Then the respondent's interpretation is regulated using analytical techniques SPSS 16.0 help data. From the results of the data analysis that has been carried out, it is obtained simple regression equation model Y8= 1.358 + 0.386X means event marketing has a positive effect on interest in visiting Mayasari Plaza Mall in Tasikmalaya and from the results of the t test analysis 0.000 < 0.10, namely calculated (15.356) > t value

table (1.661) obtained value significant, which means that event marketing has an influence on interest in visiting the mall Mayasari Plaza in Tasikmalaya.

Keywords: Event Marketing, Interest in Visiting, Mayasari Plaza Mall