Romadlon, Achmad (2020) PENGARUH DIGITAL MARKETING,KEPERCAYAAN DAN KUALITAS PRODUK TERHADAP NIAT BELI (Studi Pada Akun Instagram Kawaii Coklat). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis Pengaruh Digital marketing, Kepercayaan , Dan Kualitas Produk Terhadap Niat Beli Kawaii Coklat. Obyek penelitian dalam penulisan ini yaitu masyarakat kota semarang yang pernah membeli kawaii coklat. Teknik pengambilan sampel dalam penelitian ini menggunakan non Probability sampling dengan metode pengumpulan data purposive sampling dengan jumlah sampel 100 responden. Metode pengambilan data primer menggunakan metode kuisioner. Teknik analisis data yang digunakan uji asumsi klasik ( uji normalitas, uji multikolineritas, uji heteroskedastisitas), uji instrumen (uji validitas dan reliabilitas), regresi linier berganda, uji model (uji f dan koefisien determinasi), uji hipotesis. Uji penelitian menunjukkan bahwa: Digital marketing berpengaruh positif dan signifikan terhadap niat beli, Kepercayaan berpengaruh positif dan signifikan terhadap niat beli, kualitas produk berpengaruh positif dan signifikan terhadap niat beli. 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 test (normality test, multicollinearity test, heteroscedasticity test), instrument test (validity and reliability test), multiple linear regression, model test (f test and coefficient of determination), hypothesis test. 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.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1634 NIM.15.05.51.0310 |
| Uncontrolled Keywords: | Digital Marketing, Kepercayaan, Kualitas Produk, dan Niat Beli |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Farida Sri Endaryani |
| Date Deposited: | 13 May 2020 05:10 |
| Last Modified: | 13 May 2020 05:10 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6790 |
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