HARITS, ABDUL (2023) ANALISIS DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND IMAGE DAN BRAND AWARENESS PADA PENGGUNA TOKOPEDIA DI KOTA SURABAYA. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
The purpose of this study was to analyze the effect of digital marketing on purchasing decisions through brand image and brand awareness among Tokopedia users in Surabaya. The population of this study were Tokopedia users in Surabaya , while for sampling, if there were 15 indicators in this study, the number of samples in this study was 15 x 7 = 105, so the sample used was 105 Tokopedia respondents in Surabaya . Data analysis was carried out using the component-based SEM method using PLS selected as the analytical tool in this study Based on results testing with use analysis pls, For test the effect of several variables on purchasing decisions then conclusions can be drawn as following : Variable Digital Marketing proven to have an effect on Purchasing Decisions , Brand Image is proven to be a moderating variable in the relationship between Digital Marketing influencing Purchasing Decisions , Brand Awareness proven as a moderating variable in the relationship between Digital Marketing and Purchasing Decisions Keywords: Digital Marketing , Brand Image , Brand Awareness and Purchase Decisio
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||||||
| Divisions: | Faculty of Economic > Magister Management | ||||||||||||
| Depositing User: | Abdul Harits | ||||||||||||
| Date Deposited: | 06 Mar 2023 03:38 | ||||||||||||
| Last Modified: | 06 Mar 2023 03:38 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/12193 |
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