Nicky Prastyo, . (2026) PENGARUH DIGITAL MARKETING, BRAND AWARENESS, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PT. HARMONY LAND GROUP. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to examine the influence of Digital Marketing, Brand Awareness, and Price on Purchase Decisions at PT. Harmony Land Group. The study employed a quantitative research approach using a saturated sampling technique, in which all 51 consumers of PT. Harmony Land Group who had completed a house purchase transaction were selected as the research sample. The data were collected through a questionnaire using a five-point Likert scale and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 4 software. The findings indicate that Digital Marketing has a positive and significant effect on Purchase Decisions, as evidenced by a t-statistic value of 3.583 and a p-value of 0.000. Brand Awareness also has a positive and significant effect, with a t-statistic value of 4.180 and a p-value of 0.000. Likewise, Price has a positive and significant effect on Purchase Decisions, with a t-statistic value of 2.173 and a p-value of 0.030. These findings suggest that optimizing digital marketing strategies, strengthening brand awareness, and establishing appropriate pricing strategies can enhance consumers' purchase decisions at PT. Harmony Land Group.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111268] [Pembimbing: Miguna Astuti] [Penguji 1: Dea Delia Lestari] [Ketua Penguji; Prasetyo Hadi] |
| Uncontrolled Keywords: | Digital Marketing, Brand Awareness, Price, Purchase Decision, Property. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | NICKY PRASTYO |
| Date Deposited: | 28 Aug 2026 06:38 |
| Last Modified: | 28 Aug 2026 06:38 |
| URI: | http://repository.upnvj.ac.id/id/eprint/52148 |
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