Effect of Marketing Strategy and Experiential Value on Behavior Intention of Community in Dealing with ASEAN Economic Society
Effect of Marketing Strategy and Experiential Value on Behavior Intention of Community in Dealing with ASEAN Economic Society

Summary/Abstract: The purpose of this research is to know and analyze the influence of product, price, place, promotion, service excellence, servicescape, and playfullness toward behavioral intention of society in face of ASEAN Economic Community competition. The population in this study is the community of UMKM product users with the number of samples of 100 respondents selected by using Purposive Sampling technique. Primary data collection using questionnaires and secondary data collection using literature study. Hypothesis testing in this study using multiple linear regression analysis with significance value a = 5% (0.05). The results show that product, price, place, promotion, service excellence, service escape, and playfullness have positive and significant influence toward behavioral intention of society in facing ASEAN Economic Community. The value of Adjusted R Square obtained by testing the Coefficient of Determinant (R2) is 0.559 means that 55.9% of the behavioral intention of the community in facing the ASEAN economic community competition as dependent variable can be explained by the independent variables ie, product, price, place, promotion, service excellence servicescape, and playfullness while the remaining 44.1% can be explained by other variables not examined in this study.

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