, Robiyanto and , Sri Murwanti, S.E., M.M. (2023) Pengaruh Digital Marketing Dan Kualitas Produk Terhadap Keputusan Pembelian(Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta yang Membeli Sepatu Merek Lokal pada Aplikasi Jual Beli Online). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This research was conducted to determine the effect of digital marketing and product quality on purchasing decisions for local brand shoe products online buying and selling applications. This research method uses a quantitative research design. The study population was Muhammadiyah University Surakarta students who purchased local brand shoes through online buying and selling applications and through social media with a sample of 100 students. The data collection method uses an online questionnaire via the Google Form link. The data processing method is using the Partial Least Square Software (PLS) method using SmartPLS Software. The results of the study show that digital marketing has a significant effect on the decision to purchase local brand shoes for students of the Faculty of Economics and Business, Muhammadiyah University of Surakarta. It is proven that the sig value is 0.014, which means 0.014 <0.05. Product quality has a significant effect on the decision to purchase local brand shoe products for students of the Faculty of Economics and Business, Muhammadiyah University of Surakarta, it is proven that the sig value is 0.036, which means 0.036 <0.05. From these results it can be concluded that the influence of digital marketing and product quality has a significant effect on the decision to purchase local brand shoes online buying and selling applications.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Digital Marketing, Product Quality and Purchasing Decisions |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ROBIYANTO |
| Date Deposited: | 15 Feb 2023 02:25 |
| Last Modified: | 15 Feb 2023 02:25 |
| URI: | http://eprints.ums.ac.id/id/eprint/109064 |
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