Raisyah Nurul Amanah, - (2023) PENGARUH DIGITAL MARKETING DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING PADA PRODUK KOPI KENANGAN DI PURWAKARTA. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Pengaruh digital marketing dan brand ambassador produk kopi kenangan di Purwakarta perlu diketahui dan diukur sehingga untuk mengetahui keputusan pembelian yang terjadi melalui minat beli dari pelanggan pada produk tersebut. Penelitian untuk mengukur pengaruh Digital Marketing, Brand Ambassador melalui minat beli terhadap keputusan pembelian. Jenis penelitian ini yakni kuantitatif. data diambil dengan cara kuesioner yang diisi oleh para konsumen. Pemilihan sampel dengan menggunakan teknik sampling insidental. Populasi dalam penelitian ini yaitu orang yang pernah melakukan pembelian di kopi kenangan di Purwakarta berjumlah 66 responden. Analisis pada penelitian ini menggunakan path analysis dengan pengolahan data menggunakan software SPSS versi 22. Hasil dari penelitian ini menunjukkan bahwa digital marketing berpengaruh terhadap minat beli. Sedangkan brand ambassador tidak berpengaruh terhadap minat beli. Pada variabel digital marketing dan brand ambassador berpengaruh terhadap keputusan pembelian. digital marketing dan brand ambassador berpengaruh terhadap keputusan pembelian melalui minat beli pada produk kopi kenangan di Purwakarta. -----Influence Digital marketing and brand ambassador kenangan coffee products in Purwakarta need to be known and measured so as to find out the purchasing decisions that occur through the buying interest of customers in these products. Research to measure influence Digital Marketing, Brand Ambassador through buying interest on purchasing decisions. This type of research is quantitative. the data was taken by means of a questionnaire filled out by consumers. Selection of samples using techniques incidental sampling. The population in this study are people who have made purchases at kenangan coffee in Purwakarta, totaling 66 respondents. Analysis in this study using path analysis by processing data using software SPSS version 22. The results of this study indicate that digital marketing effect on purchase intention. Whereas Brand ambassador has no effect on purchase intention. on variables digital marketing and brand ambassador influence the purchase decision. digital marketing and brand ambassador influencing purchasing decisions through buying interest in kenangan coffee products in Purwakarta.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Dosen Pembimbing: Dian Permata Sari ID SINTA : 6160445 Google Scholar : https://scholar.google.com/citations?hl=id&user=SW2r0BwAAAAJ Rizki Hikmawan ID SINTA : 6122897 https://scholar.google.com/citations?hl=id&user=f2CeMUMAAAAJ |
| Uncontrolled Keywords: | Digital Marketing, Brand Ambassador, Minat beli, Keputusan Pembelian, SPSS |
| Subjects: | L Education > L Education (General) T Technology > T Technology (General) |
| Divisions: | UPI Kampus Purwakarta > S1 Pendidikan Sistem Teknologi dan Informasi |
| Depositing User: | Raisyah Nurul Amanah |
| Date Deposited: | 20 Jan 2023 02:30 |
| Last Modified: | 20 Jan 2023 02:30 |
| URI: | http://repository.upi.edu/id/eprint/87349 |
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