Mustofa, Ichwan and , Sri Murwanti, S.E., M.M. (2023) Pengaruh Digital Marketing Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Erigo (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.
![[img]](http://eprints.ums.ac.id/style/images/fileicons/application_pdf.png) |
PDF (Naskah Publikasi)
NASKAH PUBLIKASI (2).pdf Download (646kB) |
|
PDF (Halaman Depan)
Halaman Depan..pdf Download (562kB) |
|
PDF (Bab I)
BAB I..pdf Download (102kB) |
|
PDF (Daftar Pustaka)
DAFTAR PUSTAKA.pdf Download (173kB) |
|
PDF (Bab II)
BAB II..pdf Restricted to Repository staff only Download (246kB) |
|
PDF (Bab III)
BAB III..pdf Restricted to Repository staff only Download (66kB) |
|
PDF (Bab V)
BAB V..pdf Restricted to Repository staff only Download (40kB) |
|
PDF (Bab IV)
BAB IV..pdf Restricted to Repository staff only Download (360kB) |
|
PDF (Lampiran)
LAMPIRAN.pdf Restricted to Repository staff only Download (450kB) |
|
PDF (Surat Pernyataan Publikasi)
SURAT PERNYATAAN PUBLIKASI.pdf Restricted to Repository staff only Download (163kB) |
Abstract
The purpose of conducting this research is to analyze and discuss the influence of digital marketing and product quality on purchasing decisions for Erigo products (a case study on students of the Faculty of Economics and Business, Muhammadiyah University, Surakarta). This research is a survey research with a quantitative approach using primary data types through filling out questionnaires distributed using the Google form. The data source of this research is the respondents who buy Erigo products who are students of the economics and business faculties of the Muhammadiyah University of Surakarta. The population in this study were all students of the Faculty of Economics and Business, Muhammadiyah University of Surakarta who bought Erigo products. The sampling technique in this study was to use a non- probability sampling technique using purposive sampling, where the number of amples in this study was 100 respondents. Data analysis in this study uses Smart PLS 3.0. The hypothesis in this study is that digital marketing has a significant effect on purchasing decisions (H1), product quality has a significant effect on purchasing decisions (H2). The conclusion of this study shows that digital marketing (X1), product quality (X2) has a significant effect on purchasing decisions (Y). Therefore the H1 and H2 proposed are proven to be true. Erigo must maintain product quality from Erigo products to maintain interest from consumers in buying products.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Digital Marketing, Product Quality, Purchasing Decisions |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ICHWAN MUSTOFA |
| Date Deposited: | 28 Feb 2023 07:06 |
| Last Modified: | 28 Feb 2023 07:06 |
| URI: | http://eprints.ums.ac.id/id/eprint/110653 |
Actions (login required)
 |
View Item |
