Pengaruh Digital Marketing, Kualitas Produk Dan Harga Terhadap Minat Beli Rokok Elektrik Merek Uwell Caliburn ( Studi Kasus Di Surabaya Barat )

Giyanto, Andrean (2023) Pengaruh Digital Marketing, Kualitas Produk Dan Harga Terhadap Minat Beli Rokok Elektrik Merek Uwell Caliburn ( Studi Kasus Di Surabaya Barat ). Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk 1) Untuk mengetahui pengaruh digital marketing terhadap minat beli. 2) Untuk mengetahui pengaruh kualitas produk terhadap minat beli. 3) Untuk mengetahui pengaruh harga terhadap minat beli. Variabel bebas dalam penelitian ini yaitu digital marketing, kualitas produk, dan harga, sedangkan variabel terikat dalam penelitian ini yaitu minat beli. Penentuan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Kriteria dalam penelitian ini adalah: 1) Responden berusia minimal 17 tahun, 2) Mengetahui rokok elektrik merek Uwell Caliburn dari Instagram, TikTok, atau Youtube. Jumlah sampel sebanyak 42 responden. Teknik analisis untuk uji hipotesis menggunakan Regresi Linier Berganda. Hasil penelitian menunjukkan bahwa Digital Marketing berpengaruh signifikan terhadap Minat Beli, Kualitas Produk berpengaruh signifikan terhadap Minat Beli, dan Harga berpengaruh signifikan terhadap Minat Beli. Kata Kunci Digital Marketing, Kualitas Produk, Harga, Minat Beli ABSTRACT This study aims to 1) To determine the effect of digital marketing on purchase intention. 2) To determine the effect of product quality on purchase intention. 3) To determine the effect of price on buying interest. The independent variables in this study are digital marketing, product quality, and price, while the dependent variable in this study is buying interest. Sampling using non-probability sampling method with purposive sampling technique. The criteria in this study are: 1) Consumers are at least 17 years old, 2) Know the Uwell Caliburn brand electric cigarette from Instagram, TikTok, or Youtube. The number of samples is 42 respondents. The analysis technique for testing the hypothesis uses Multiple Linear Regression. The results of the study show that Digital Marketing has a significant effect on Purchase Intention, Product Quality has a significant effect on Purchase Intention, and Price has a significant effect on Purchase Intention. Keyword: Digital Marketing, Product Quality, Price, Purchase Intention

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Kata Kunci Digital Marketing, Kualitas Produk, Harga, Minat Beli Keyword: Digital Marketing, Product Quality, Price, Purchase Intention
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Andrean Nur Giyanto
Date Deposited:	06 Oct 2023 06:38
Last Modified:	06 Oct 2023 06:38
URI:	http://erepository.uwks.ac.id/id/eprint/15899

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