Musafira, Okta Ghina Tsabitah (2025) Pengaruh Digital Marketing Dan Brand Awareness Terhadap Keputusan Pembelian UMKM FEEDMEE.IND Di Royal Plaza Kota Surabaya. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
The development of digital technology has transformed marketing strategies, including those in the culinary sector. The UMKM Feedmee.ind utilizes digital marketing and builds brand awareness to encourage consumer purchasing decisions. This phenomenon aligns with current consumer behavior trends, especially among younger generations who are highly active on social media platforms such as TikTok and Instagram, making digital marketing strategies a key factor in business competition. This study uses the entire population of Feedmee.ind consumers at Royal Plaza Surabaya, employing an accidental sampling technique and resulting in a sample of 92 respondents who met specific criteria. Data were analyzed quantitatively using Partial Least Squares–Structural Equation Modeling (PLS-SEM) through SmartPLS 4 to assess the influence of digital marketing and brand awareness on purchasing decisions. The findings show that digital marketing has a positive and significant effect on purchasing decisions, and brand awareness likewise contributes positively and significantly. Thus, the implementation of interactive and consistent digital marketing strategies, accompanied by strengthened brand awareness, can enhance consumer interest and purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Musafira Okta Ghina Tsabitah | ||||||||
| Date Deposited: | 03 Dec 2025 06:52 | ||||||||
| Last Modified: | 03 Dec 2025 07:45 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47588 |
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