Pengaruh digital marketing, word of mouth dan kualitas pelayanan terhadap keputusan pembelian produk merek Erigo di Surabaya

Rosyidah, Tsintani Fadilatur (2022) Pengaruh digital marketing, word of mouth dan kualitas pelayanan terhadap keputusan pembelian produk merek Erigo di Surabaya. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk 1) Untuk mengetahui pengaruh Digital Marketing terhadap keputusan pembelian. 2) Untuk mengetahui pengaruh Word of Mouth terhadap keputusan pembelian. 3) Untuk mengetahui pengaruh kualitas pelayanan terhadap keputusan pembelian. Variabel bebas dalam penelitian ini yaitu Digital Marketing, Word of Mouth, dan Kualitas Pelayanan, sedangkan variabel terikat dalam penelitian ini yaitu Keputusan Pembelian. Penentuan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Kriteria dalam penelitian ini adalah: 1) Konsumen yang pernah membeli produk merek Erigo dalam kurun waktu 1 tahun terakhir, 2) Konsumen minimal 18 tahun. Jumlah sampel sebanyak 100 responden. Teknik analisis untuk uji hipotesis menggunakan Regresi Linier Berganda. Hasil penelitian menunjukkan bahwa Digital Marketing berpengaruh signifikan terhadap Keputusan Pembelian, Word of Mouth berpengaruh signifikan terhadap Keputusan Pembelian, dan Kualitas Pelayanan berpengaruh signifikan terhadap Keputusan Pembelian. Kata Kunci: Digital Marketing, Word of Mouth, Kualitas Pelayanan, Keputusan Pembelian ABSTRACT This study aims to 1) To determine the effect of Digital Marketing on purchasing decisions. 2) To determine the effect of Word of Mouth on purchasing decisions. 3) To determine the effect of service quality on purchasing decisions. The independent variables in this study are Digital Marketing, Word of Mouth, and Service Quality, while the dependent variable in this study is Purchase Decision. Determination of the sample using non-probability sampling method with purposive sampling technique. The criteria in this study are: 1) Consumers who have bought Erigo brand products within the last 1 year, 2) Consumers at least 18 years old. The number of samples is 100 respondents. The analysis technique for hypothesis testing uses Multiple Linear Regression. The results show that Digital Marketing has a significant effect on Purchase Decisions, Word of Mouth has a significant effect on Purchase Decisions, and Service Quality has a significant effect on Purchase Decisions. Keywords: Digital Marketing, Word of Mouth, Service Quality, Purchase Decision

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Kata Kunci: Digital Marketing, Word of Mouth, Kualitas Pelayanan,Keputusan Pembelian Keywords: Digital Marketing, Word of Mouth, Service Quality, Purchase Decision
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	TSINTANI FADILATUR ROSYIDAH
Date Deposited:	07 Apr 2022 03:54
Last Modified:	07 Apr 2022 03:54
URI:	http://erepository.uwks.ac.id/id/eprint/11368

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