Syahrul, Hikam (2024) PENGARUHDIGITALMARKETINGDANELECTRONICWORDOF MOUTHTERHADAPIMPLUSEBUYINGRUNNINGSHOES ADIDAS DISURABAYA. Undergraduate thesis, UPN Veteran Jatim.
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Abstract
One of the business aspects that has become a significant phenomenon in today's society is the fashion sector, including running shoes. Nike and Adidas have dominated the sports shoe market in Indonesia from 2019 to 2023, with Adidas's market share experiencing a decline since 2021. This study aims to examine the influence of Digital Marketing and Electronic Word of Mouth (e WoM) on impulse buying behavior for Adidas running shoes. The research method employed is quantitative with a survey approach, involving 100 respondents selected using purposive sampling techniques. The study population includes individuals residing in Surabaya, aged over 17 years, with experience receiving information about Adidas products and having made impulsive purchases. Primary data were collected through a five-point Likert scale questionnaire and analyzed using Structural Equation Model (SEM) PLS. The results show that both Digital Marketing and e-WoM have a significant impact on impulse buying, with e-WoM exhibiting a more substantial influence (0.570 > 0.347).
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | syahrul hikam hikam | ||||||||
| Date Deposited: | 17 Sep 2024 07:51 | ||||||||
| Last Modified: | 17 Sep 2024 07:51 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29228 |
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