PENGARUH DIGITAL MARKETING, INFLUENCER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SOMETHINC DI JABODETABEK

Rizki Putri Wulandari, . (2022) PENGARUH DIGITAL MARKETING, INFLUENCER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SOMETHINC DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative research conducted to analyze and prove the influence between digital marketing, influencers and brand image on consumer purchasing decisions. The object of this research is someone who has bought or used SomeThinc products in Jabodetabek. The data obtained in this study are the results of distributing online questionnaires using Google Form and with a sample of 100 respondents. The sampling technique in this research was through probability sampling through purposive sampling method. Analysis of the research data using SmartPLS 3.0. The results of this study are: 1) digital marketing has a positive and significant influence on purchasing decisions of 0.413; 2) influencers have a positive and significant influence on purchasing decisions of 0.225; 3) brand image has a positive and significant influence on purchasing decisions of 0.319. While digital marketing, influencers and brand image contributed to purchasing decisions with an Adjusted R square value of 0.776 and the remaining 0.224 caused by other factors not examined in this study such as product quality, price, and word of mouth.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 1810111027] [Pembimbing: Bernadin Dwi M.] [Penguji 1: Dienni Ruhjatini Sholihah] [Penguji 2: Diana Triwardhani]
Uncontrolled Keywords:	Digital Marketing, Influencer, Brand Image, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Rizki Putri Wulandari
Date Deposited:	28 Jul 2022 02:54
Last Modified:	28 Jul 2022 02:54
URI:	http://repository.upnvj.ac.id/id/eprint/19248

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