Agnia, Shakira and , Sri Murwanti, S.E., M.M. (2023) Pengaruh Digital Marketing Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Korean Cake (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aim’s to analyze the influence of digital marketing and product quality on purchasing decisions for Korean Cake product among students of the Faculty of Economics and Business Muhammadiyah University of Surakarta. This research is a survey research with a quantitative approach using primary data types through filling out questionnaries distributed using google form. The populations in this study were students of the Faculty of Economics and Business Muhammadiyah University of Surakarta. The measurement model used in this research is the Outer Model and Inner Model. The result’s of the study show that digital marketing and product quality have a significant effect on purchasing decisions. Therefore, the proposed H1 and H2 are supported.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | digital marketing, product quality, purchasing decisions |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Management, Business and Labor > HD28 Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | SHAKIRA AGNIA |
| Date Deposited: | 27 Jan 2023 03:24 |
| Last Modified: | 21 Dec 2023 04:23 |
| URI: | http://eprints.ums.ac.id/id/eprint/107521 |
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