Setiarwan, Attariq Kurniannafi and , Sri Murwanti, S.E., M.M. (2023) Pengaruh Digital Marketing Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Fastfood KFC (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the effect of digital marketing and product quality on purchasing decisions for KFC fast food products among students of the Faculty of Economics and Business, Muhammadiyah University of Surakarta. The type of research in this research is quantitative research with primary data types through filling out questionnaires with the help of the Google form. The population in this study were students of the Faculty of Economics and Business, Muhammadiyah University of Surakarta. The sampling method in this study used a non-probability sampling method with the approach used in determining the sample was purposive sampling. The sample used in this study was 140 respondents. Data analysis in this study used SmartPLS. The results of the study show that digital marketing has a positive and insignificant effect on purchasing decisions and product quality has a positive and significant effect on purchasing decisions. So the conclusion in this study is that H1 is not proven to be true and H2 is proven to be true.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Digital Marketing; Product Quality; Purchase Desicion |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic Development |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ATTARIQ KURNIANNAFI SETIARWAN |
| Date Deposited: | 27 Jan 2023 03:56 |
| Last Modified: | 27 Jan 2023 03:56 |
| URI: | http://eprints.ums.ac.id/id/eprint/107523 |
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