Napoleon Sinaga, . (2024) PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN PEMBELIAN JASA FEB UKI DENGAN MEDIA SOSIAL SEBAGAI VARIABEL MODERASI PADA PROMOSI. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
ABSTRAK.pdf Download (187kB) |
|
Text
AWAL.pdf Download (3MB) |
|
Text
BAB 1.pdf Restricted to Repository UPNVJ Only Download (367kB) |
|
Text
BAB 2.pdf Restricted to Repository UPNVJ Only Download (946kB) |
|
Text
BAB 3.pdf Restricted to Repository UPNVJ Only Download (816kB) |
|
Text
BAB 4.pdf Restricted to Repository UPNVJ Only Download (1MB) |
|
Text
BAB 5.pdf Download (443kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (457kB) |
|
Text
RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (197kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (663kB) |
|
Text
HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (22MB) |
|
Text
ARTIKEL KI.pdf Restricted to Repository staff only Download (807kB) |
Abstract
This study aims to investigate the influence of the service marketing mix on purchase decisions at the Faculty of Economics and Business at UKI, with social media as a moderation variable in promotion. Data were collected through surveys of students selecting programs at the faculty. Hypothesis testing results indicate that product, price, place, physical evidence, and administrative processes do not significantly influence purchase decisions. However, promotion and personal factors significantly affect purchase decisions, with promotion showing a significant positive path coefficient. Furthermore, social media, as a moderation variable in promotion, also significantly influences purchase decisions. The implications of these findings underscore the need for marketing strategies focused on promotion through social media to enhance attractiveness and positive influence on prospective students at FEB UKI. This study contributes to understanding the dynamics of service marketing in higher education contexts, utilizing social media as a primary tool to achieve marketing objectives
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No.Panggil: 2210121045] [Pembimbing: Iwan Kresna Setiadi] [Penguji 1: Prasetyo Hadi] [Penguji 2: Alfatih S. Manggabarani] |
| Uncontrolled Keywords: | Service marketing mix, purchase decisions, social media, moderation variables, Faculty of Economics and Business UKI |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | NAPOLEON SINAGA |
| Date Deposited: | 17 Sep 2024 08:16 |
| Last Modified: | 17 Sep 2024 08:16 |
| URI: | http://repository.upnvj.ac.id/id/eprint/32579 |
Actions (login required)
 |
View Item |