Antarizkia, Ryan and Moh. Erfan Arif, (2022) Pengaruh Digital Marketing Dan Electronic Word Of Mouth Terhadap Purchase Intention Pada Jasa Pembuatan Buku Tahunan Sekolah Ritual Project. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh digital marketing dan electronic word of mouth terhadap purchase intention. Penelitian ini merupakan penelitian eksplanatori yang menjelaskan hubungan antar variabel melalui pengujian hipotesis. Teknik pengambilan sampel menggunakan purposive sampling. Ukuran sampel yang digunakan adalah 108 responden dengan ketentuan pernah menjadi panitia buku tahunan sekolah dan mengetahui perusahaan Ritual Project melalui sosial media. Teknik analisis data yang digunakan dalam penelitian ini adalah regresi berganda dengan software statistik SPSS. Pada hasil penelitian ditemukan bahwa (1) Digital marketing mempunyai pengaruh yang signifikan terhadap purchase intention., (2) Electronic word of mouth mempunyai pengaruh signifikan terhadap purchase intention.
English Abstract
This study was purposed to determine the effect of digital marketing and electronic word of mouth to purchase intention. This study is an explanatory research which explains the connection between research variables through hypothesis testing. The sampling technique used purposive sampling method. The sample size used were 108 respondents with the provision that they have been the school yearbook committee and know Ritual Project through social media. The data analysis technique used in this study was multiple regression with SPSS statistical software. Based on the results of the testing, it can be concluded that (1) Digital marketing has a significant influence on purchase intention., (2) Electronic word of mouth has a significant influence on purchase intention
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0522020332 |
| Uncontrolled Keywords: | Digital Marketing, Electronic Word of Mouth, Purchase Intentio, Digital Marketing, Electronic Word of Mouth, Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 15 Feb 2023 02:10 |
| Last Modified: | 15 Feb 2023 02:10 |
| URI: | http://repository.ub.ac.id/id/eprint/197478 |
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