PENGARUH DIGITAL MARKETING, KEPERCAYAAN DAN KUALITAS PRODUK TERHADAP NIAT BELI (STUDI PADA AKUN INSTAGRAM KAWAII COKLAT)

Achmad, Romadhon and Marlien, R.A and Suzy, Widyasari PENGARUH DIGITAL MARKETING, KEPERCAYAAN DAN KUALITAS PRODUK TERHADAP NIAT BELI (STUDI PADA AKUN INSTAGRAM KAWAII COKLAT). Jurnal Ilmiah.

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Abstract

This study aims study to examine and analyze the effect of digital marketing, trust and product quality on the purchase intention of kawaii chocolate. The object of research in this paper is the people of semarang who have ever bought chocolate kawaii. The sampling technique in this study uses non-probability sampling with a purposive sampling data collection method with a sample size of 100 respondents. The primary data collection method uses the questionnaire method. Data analysis techniques used are the classic assumption, instrument test, multiple linear regression. The research test shows that: Digital marketing has a positive and significant effect on purchase intention, trust has a positive and significant effect purchase, Product qualityhas a positive and significant effect on purchase intention. Keywords : Digital Marketing, Trust, Product Quality, Purchase Intention

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / Institution:	Fakultas Ekonomika dan Bisnis
Depositing User:	Fakultas Ekonomi
Date Deposited:	15 May 2024 08:43
Last Modified:	15 May 2024 08:43
URI:	https://eprints.unisbank.ac.id/id/eprint/10112

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