Environment of Internet Marketing and Experiential Marketing in Indonesia Context: Small and Medium Enterprises (SMEs) Purchase Intentions

Abstract

The strategies to employ Internet Marketing and Experiential Marketing by Small Medium Enterprises (SMEs) used to increase purchase intention. Therefore, this research aimed to analyse the partial and simultaneous influences between Internet Marketing and Experiential Marketing to purchase intentions. This research used a quantitative approach and took the samples by using a quota sample technique with 100 respondents from Small and Medium Enterprises on Fashion and Food sector in Medan City. The technique of analyzing the data used in this research was multiple linear regression. The result of this research was Internet Marketing, and Experiential Marketing had a positive and significant influence on purchase intention. Simultaneously, Internet marketing and Experiential Marketing had a positive and significant impact on purchase intention. The implication of this research was SMEs must transform from the conventional strategy into an online strategy.