EFEKTIFITAS ATMOSPHER DAN EVENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH MINAT BELI PADA KONSUMEN TEMBI RUMAH BUDAYA YOGYAKARTA

Abstract

This research is base in the problems of unaffected that of marketing strategi to improv visitors tourist applied cultural museum manager. The object of this research on Tembi Rumah Budaya, it is one of the cultural museum in Yogyakarta. The variables used in this reseach are the atmospher and event marketing, it is some of marketing strategy that can give effect to buying interest and buying decision making on Tembi Rumah Budaya Yogyakarta. The population of this research are all tourists who came for a visit in the Tembi Rumah Budaya. The taking of the sample using the technique of accidental sampling and calculated using a formula of slovin retrieved results by as much as 92 respondents of 1.136 populations. In my data collections has done with documentation and questionnaires and then processed using the multiple regression analysis and path analysis with significant value by 5%. From the analysis of partial data obtained value prob sig of atmospher 0.005 < 0.05, event marketing 0.003 < 0,05 and interest buy 0.000 < 0.05 so have positive effect directly against the decision making, it means hypotheses 1, hypotheses 2 and hypotheses 5 acceptable and from path interpretation known direct of the atmospher 0,240 > indirect 0,122 and direct of the event marketing 0,210 > indirect 0,098 so atmosphere and event marketing can effect directly against buying decision making without intermediary buying Interes, it means hypotheses 3 and hypotheses 4 unacceptable.
Keywords : Atmosphere, Event Marketing, Buying Interest, Decision Making, Museum, Tembi Rumah Budaya