Experiential Marketing On Purchasing Decision: A Systematic Mapping Study

Ridfa Chairani, Anang Muftiadi, Muhamad Rizal, Tetty Herawati

Abstract


The purpose of this study was to determine the development map of research on experiential marketing and purchasing decision. The research was conducted using a systematic mapping study method to identify, evaluate, and interpret all available and relevant literature related to the research question or domain of interest, through searching the Scopus journal database. Based on the results of SMS, there are 56 studies that meet the inclusion criteria. We classify 56 articles in the topic area by category of type of paper, focus, locus, and year of research publication.


Keywords


Purchase decision, experiential marketing, systematic mapping, research gaps.

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References


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