Pengaruh Penggunaan Digital Marketing Dalam Menarik Minat Pembelian Mitsubishi Xpander

Azki, Nadia Aliya and , Dr. M. Farid Wajdi, S.E, MM (2022) Pengaruh Penggunaan Digital Marketing Dalam Menarik Minat Pembelian Mitsubishi Xpander. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Digital marketing is one of the marketing media that is currently in great demand by the public to support various business activities. Digital marketing is an alternative in conducting promotions because it can provide convenience for both sellers and buyers. For the seller (company) it can be easier to market their products at a cost that is easily accessible to consumers, while for consumers it can be easier to get product information so that it has great potential to attract consumer buying interest. Purchase intention is the actual behavior carried out by consumers to buy the same product or service on more than one occasion. This study aims to analyze how digital marketing influences the purchase intention of Mitsubishi Xpander, using a quantitative method with an associative approach. The sample size of the study was 104 respondents who were obtained using a nonprobability sampling method with purposive sampling technique. This research was analyzed using Structural Equation Model (SEM) with Partial Least Square (PLS). Partial Least Square (PLS) using SmartPLS 3.0 was used to analyze the data. The results of this study indicate that Affiliate Marketing and Strategic Partnership, Social Network, Website have a positive and significant effect on buying interest in Mitsubishi Xpander and Search Engine Marketing has no effect on buying interest in Mitsubishi Xpander.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Affiliate Marketing and Strategic Partnership, Social Network, Search Engine Marketing, Website
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NADIA ALIYA AZKI
Date Deposited:	06 Aug 2022 03:17
Last Modified:	10 Aug 2022 07:29
URI:	http://eprints.ums.ac.id/id/eprint/102725

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