Exploration of Experiential Marketing Factors, Brand Trust and Price in The Consumer Purchasing Decision Making Process at PT Menara Sejahtera Bersama Medan

Abstract

This study investigates the influence of experiential marketing, brand trust, and price on consumer purchasing decisions for Apurewax automotive care products at PT Menara Sejahtera Bersama Medan, Indonesia. The research addresses a critical business problem characterized by declining sales performance throughout 2023, which necessitated an empirical examination of the key determinants affecting consumer purchase behavior. Employing a descriptive quantitative research design, the study collected primary data from 96 respondents selected through accidental sampling technique, with sample size determination based on the Lemeshow formula at a 10% margin of error. Data were gathered using a structured questionnaire instrument featuring a five-point Likert scale and analyzed through multiple linear regression analysis using SPSS software. The classical assumption tests—including normality (Kolmogorov-Smirnov), multicollinearity (Variance Inflation Factor), and heteroscedasticity (Glejser test)—confirmed the validity of the regression model. The results demonstrate that all three independent variables exert positive and statistically significant effects on purchasing decisions, both partially (t-test) and simultaneously (F-test). The adjusted R² value of 0.587 indicates that experiential marketing, brand trust, and price collectively explain 58.7% of the variance in consumer purchasing decisions, while the remaining 41.3% is attributable to other factors beyond the scope of this study. These findings contribute to the existing body of knowledge on consumer behavior theory and provide actionable strategic recommendations for practitioners in the automotive care industry seeking to enhance market competitiveness through integrated marketing approaches that emphasize sensory experiences, trust-building mechanisms, and value-based pricing strategies.