Fitria, Diana Azizatul (2025) Pengaruh Digital Marketing, Inovasi Produk, dan Harga Terhadap Minat Beli Konsumen (Studi Pada Griya Batik Sri Rahayu di Kabupaten Nganjuk). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The increasingly tight business competition in the digital era requires MSMEs to have an effective marketing strategy in order to maintain competitiveness. One strategic step is to increase consumer purchase interest through marketing aspects including digital marketing, product innovation, and price. This study aims to determine and analyze the influence of digital marketing, product innovation, and price on consumer purchase interest at Griya Batik Sri Rahayu in Nganjuk Regency. The method used in this study is quantitative. The population in this study includes active followers of the Instagram account @griyabatik_srirahayu who have used and purchased products from Griya Batik Sri Rahayu. The sample used was 155 respondents using a non-probability sampling method with a purposive sampling technique. Data collection was carried out by means of questionnaires and literature studies. The data analysis technique used multiple linear regression with the help of the SPSS 30 program. The results of this study indicate that digital marketing, product innovation, and price, both simultaneously and partially, have a significant effect on consumer purchase interest at Griya Batik Sri Rahayu in Nganjuk Regency. This shows that digital marketing, product innovation, and price are effective in increasing consumer interest in purchasing a product. Keywords: Digital Marketing, Product Innovation, Price, Purchase Interest, Griya Batik Sri Rahayu
| 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: | Diana Azizatul Fitria | ||||||||
| Date Deposited: | 23 Jul 2025 02:09 | ||||||||
| Last Modified: | 23 Jul 2025 02:09 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40501 |
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