Pambudiantono, Bagas (2023) PENGARUH DIGITAL MARKETING DAN BRAND TRUST TERHADAP MINAT BELI KONSUMEN PADA MARKETPLACE TOKOPEDIA (Studi Pada Pengunjung Marketplace Tokopedia di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of e-commerce is currently being favored by consumers One of them is Tokopedia. Many advantages are obtained when shopping online, other things are obtained, namely, shopping activities become more practical, save energy and time. Tokopedia experienced a decrease in visitors by 10%. In the Top Brand Award, Tokopedia is in second place under its competitor, Shopee. This study aims to determine the effect digital marketing and brand trust on buying interest in Tokopedia. The population in this study are consumers who have visited and see ads on Tokopedia. Sampling technique using purposive sampling with a total of 96 respondents. The data collection technique uses a questionnaire that has been tested for validity and reliability. Technique data analysis used is Partial Least Square (PLS). The results of the study show that Digital Marketing and Brand Trust have a positive and significant effect on Impulse Buying.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | bagas pambudiantono martono | ||||||||
| Date Deposited: | 21 Jul 2023 07:26 | ||||||||
| Last Modified: | 21 Jul 2023 07:26 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/15809 |
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