MIFTAHUL HAQQI, IDRAK ALIF (2026) PENGARUH DIGITAL MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA EPICT STUDIO GRESIK. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
The growth of the creative photography service industry in Gresik Regency is characterized by increasingly intense competition. Epict Studio Gresik demonstrates strong social media performance and digital reviews, yet it continues to face fluctuations in monthly revenue. Against this backdrop, this study aims to analyze the influence of digital marketing and brand awareness on consumer purchasing decisions at Epict Studio Gresik. This study employs a quantitative approach. Primary data were collected through Likert-scale questionnaires distributed to 98 respondents selected via non-probability sampling—specifically purposive sampling—based on the criteria that consumers must be at least 17 years old and have previously used Epict Studio Gresik's services. To achieve the research objectives, hypotheses were tested using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the aid of SmartPLS software. The PLS-SEM analysis leads to the following conclusions: (1) Digital marketing has a positive and significant influence on consumer purchasing decisions at Epict Studio Gresik. (2) Brand awareness has a positive and significant influence on consumer purchasing decisions at Epict Studio Gresik.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | idrak alif miftahul haqqi | ||||||||
| Date Deposited: | 02 Sep 2026 03:00 | ||||||||
| Last Modified: | 02 Sep 2026 03:00 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59700 |
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