Shabhati, Annora and Nadiyah Hirfiyana Rosita,, SE., MM.,CMA (2021) The Impact Of Digital Marketing, Personal Selling, Sponsorship And Brand Image Towards Purchase Decision Wedding Organizer Client In Surabaya. Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan untuk mengetahui pengaruh Digital Marketing (X1), Per- sonal Selling (X2), Sponsorship (X3), dan Brand Image (X4) terhadap Keputusan Pembelian (Y) klien wedding organizer di Surabaya. Penelitian ini menggunakan metode quantitative untuk menganalisis pengaruh antara variabel independen dan dependen. Sampel diambil dari purposive sampling yang terdiri dari 100 klien wed- ding organizer di Surabaya yang telah menggunakan jasa tersebut dalam dua ta- hun terakhir. Kuesioner digunakan sebagai instrumen penelitian untuk mengum- pulkan data primer. Penelitian ini juga didukung oleh data sekunder dari penelitian sebelumnya untuk mendukung hasil penelitian. Data yang terkumpul dianalisis menggunakan aplikasi SPSS. Hasil penelitian ini menunjukkan bahwa Digital Mar- keting (X1) dan Personal Selling (X2) berpengaruh positif signifikan terhadap Keputusan Pembelian (Y). Sedangkan Sponsorship (X3) dan Brand Image (X4) tidak berpengaruh positif signifikan terhadap Keputusan Pembelian (Y). Selanjut- nya Digital Marketing (X1), Personal Selling (X2), Sponsorship (X3), dan Brand Image (X4) secara simultan terindikasi berpengaruh positif signifikan terhadap Keputusan Pembelian (Y).
English Abstract
This research was conducted to determine the impact of Digital Marketing(X1), Personal Selling(X2), Sponsorship(X3), and Brand Image(X4) towards Purchase Decision(Y) of wedding organizer clients in Surabaya. This research used a quan- titative method to analyze the effect between the independent and dependent varia- bles. The sample was taken from purposive sampling consist of 100 wedding or- ganizer clients in Surabaya who at least had used the service in the last two years. Questionnaire was used as the research instrument to collect the primary data. This research is also supported by secondary data from previous study to support the result. The data collected were analyzed using the SPSS application. The results of this research indicate that Digital Marketing (X1) and Personal selling(X2) have a significant positive impact on Purchase Decision(Y). While the Sponsorship(X3) and Brand Image(X4) do not have significant positive impact on Purchase Deci- sion(Y). Furthermore, Digital Marketing(X1), Personal Selling(X2), Sponsor- ship(X3), and Brand Image(X4) are indicated to have a significant positive impact simultaneously on Purchase Decision(Y).
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0421020038 |
| Uncontrolled Keywords: | Pemasaran Digital, Penjualan Pribadi, Sponsorship, Citra Merek, Keputusan Pembelian, Wedding organizer, Digital Marketing, Personal Selling, Sponsorship, Brand Image, Pur- chase Decision, Wedding Organizer. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 23 Sep 2022 08:08 |
| Last Modified: | 23 Sep 2022 08:08 |
| URI: | http://repository.ub.ac.id/id/eprint/194745 |
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Text (DALAM MASA EMBARGO)
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