Zain, Muhammad Zaki (2024) Pengaruh Digital Marketing Dan Influencer Terhadap Minat Beli Mobil Bekas Di Cv Trisakti Motor Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study employs a quantitative approach to investigate how social media influencers and digital marketing strategies impact consumers' purchasing intentions at the CV Trisakti Motor showroom in Surabaya. Focusing on users of Instagram and TikTok, the study features a sample of 104 respondents selected through convenience sampling methods within a non-probability sampling framework. The data analysis utilized descriptive statistics and Partial Least Squares (PLS) via the SmartPLS application to uncover the relationships between key variables. The findings reveal that both influencers and digital marketing significantly and positively influence consumers' intentions to buy, highlighting the critical role that digital engagement plays in shaping consumer behavior in today's automotive market
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Muhammad Zaki Zain | ||||||||
| Date Deposited: | 13 Dec 2024 07:35 | ||||||||
| Last Modified: | 13 Dec 2024 07:35 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/33312 |
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