Muqarrabin, Muchammad Sulton (2023) Pengaruh Digital Marketing, E-WOM, Dan Kualitas Produk Terhadap Keunggulan Bersaing Kopi Kapal Api Bubuk Saset. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine the effect of digital marketing, electronic word of mouth, and product quality on the competitive advantage of Kapal Api sachet coffee powder. This research is expected to explain the effect simultaneously and partially between the independent and dependent variables. This study used a quantitative method with 100 consumers of Kapal Api coffee powder as respondents. Data obtained through the distribution of questionnaires and respondents with certain criteria. To prove the hypothesis in this study using validity test, reliability test, classic assumption test, multiple linear analysis, and hypothesis testing (T test and F test). This study uses the SPSS 26 for windows application to process data and analyze data. The results of the validity test show that all values of rcount > rtable with a significant value <0.005 so that the statement is valid. The results of the reliability test showed the value of Cronbach alpha digital marketing 0.730 > 0.60, Cronbach alpha e-wom 0.751 > 0.60, Cronbach alpha product quality 0.859 > 0.60, and Cronbach alpha competitive advantage 0.814 > 0.60 so that all variables were declared reliable . The results of the normality test show a significant value of 0.200 > 0.05 so that it is normally distributed. The results of the multicollinearity test show that all variables have VIF values <10 and tolerance values > 0.1. The results of multiple linear analysis show Y = -3.271 + 0.244 X1 + 0.168 X2 + 0.240 X3+ e, meaning that X1 (digital marketing) has a positive value of 0.244, X2 (e-wom) has a positive value of 0.168, X3 (product quality) has a positive value of 0.240 so that all variables have a positive and significant effect on competitive advantage variables. Simultaneous test results (F) show Fcount 65.144 > Ftable 2.70 with a significance of 0.00 <0.05. The results of this study indicate that competitive advantage is jointly influenced by the independent variables. Digital marketing, electronic word of mouth, and product quality variables each have a significant positive effect on competitive advantage..
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Muchammad Sulton Muqarrabin | ||||||||
| Date Deposited: | 12 Jul 2023 08:15 | ||||||||
| Last Modified: | 12 Jul 2023 08:15 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/15199 |
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