Cahyanti, Natasya Olivia (2026) Analisis Strategi Digital Marketing Untuk Meningkatkan Keputusan Pembelian Produk Persebaya Store Oleh Masyarakat Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the application of digital marketing strategies to increase purchasing decisions for persebaya store products by residents of Surabaya. The development of digital technology has driven changes in consumer behavior in obtaining information and making purchases through social media and e-commerce. This study used a qualitative descriptive method with data collection techniques through interviews, observation, and documentation. The results show that digital marketing strategies through instagram, tik tok, marketplaces, and online promotions can increase consumer interest and purchase decisions. Compelling visual content, active interaction with followers, and ease of online transactions are important factors in attracting consumers. Furthermore, bonek supporters' loyalty to persebaya also influences the decision to purchase official merchandise. This study concludes that digital marketing plays a significant role in increasing purchasing decisions and strengthening consumer relationships with brands.
| 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: | Natasya Olivia Cahyanti | ||||||||
| Date Deposited: | 21 Jul 2026 05:26 | ||||||||
| Last Modified: | 29 Jul 2026 04:35 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56694 |
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