Meriana, Shelia Ira and , Ir. Irmawati, S.E., M.Si. (2023) Pengaruh Digital Marketing dan Kualitas Produk Terhadap Minat Beli dengan Kepercayaan Merek sebagai Variabel Intervening pada Live Streaming Tik Tok. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the effect of digital marketing and product quality on purchase intention with brand trust as an intervening variable in Tik Tok live streaming. This research is included into quantitative research. The population of this research is the consumer. The sample collected in this research is 100 respondents. The sample selection technique is using purposive sampling where the sample is determined based on certain criteria. The data used is primary data where the data is obtained from the answers of respondents through the questionnaire that has been given. SEM-PLS is used in research as an analytical tool. The results of this study indicate that (1) Digital marketing has a positive and significant influence on brand trust. (2) Digital marketing has no significant effect on purchase intention. (3) Product quality has a positive and significant influence on brand trust. (4) Product quality has a positive and significant influence on purchase intention. (5) Brand trust has a positive and significant influence on purchase intention. (6) Brand trust can mediate the influence of digital marketing on purchase intention. (7) Brand trust can mediate the effect of product quality on purchase intention.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Digital Marketing, Product Quality, Purchase Intention, Brand Trust, Tik Tok Live Streaming |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | SHELIA IRA MERIANA |
| Date Deposited: | 30 May 2023 02:00 |
| Last Modified: | 30 May 2023 02:00 |
| URI: | http://eprints.ums.ac.id/id/eprint/113255 |
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