Bhakti, Tuah Malaya and , Dr. Indah Pratiwi, S.T., M.T (2023) Analisis Pengaruh Digital Marketing Terhadap Keputusan Pembelian Pada Marketplace Shopee Dengan Menggunakan Metode Purposive Sampling. Skripsi thesis, Universitas Muhammadiyah Surakarta.
![[img]](https://eprints.ums.ac.id/style/images/fileicons/application_pdf.png) |
PDF (Naskah Publikasi)
NASKAH PUBLIKASI-1.pdf Restricted to Repository staff only until 17 November 2023. Download (430kB) |
|
PDF
DOC-20231117-WA0010..pdf Restricted to Repository staff only until 17 November 2023. Download (1MB) |
Abstract
Digital marketing is the use of the internet and the use of other interactive technologies to create and connect information used for digital transactions. The aim of this research is to test and analyze the influence of digital marketing, online customer reviews, prices, and influencers on purchasing decisions on the Shopee marketplace. This research uses an associative research design with the purchasing decision variable as the dependent variable and digital marketing, online customer reviews, price and influencers as the independent variables. The sample in this research was 100 industrial engineering students, Muhammadiya University, Surakarta. Data analysis uses validity tests, reliability tests, coefficient of determination tests, F tests, t tests, and multiple linear regression tests. The research results show that the digital marketing variable has a negative and insignificant effect, online customer reviews have a positive and significant effect, price has a positive and significant effect, influencers have a negative and insignificant effect on purchasing decisions at the shopee market place with brand references among Industrial Engineering students at Muhammadiyah University, Surakarta.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | riset kolaborasi dosen |
| Uncontrolled Keywords: | digital marketing, purchasing decisions, shopee |
| Subjects: | T Technology > TI Industrial Engineering |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | TUAH MALAYA BHAKTI |
| Date Deposited: | 17 Nov 2023 02:41 |
| Last Modified: | 17 Nov 2023 06:13 |
| URI: | http://eprints.ums.ac.id/id/eprint/118397 |
Actions (login required)
 |
View Item |
