Image of Pengaruh Digital Marketing, Electronic Word Of Mouth (E-WOM) dan Brand Image terhadap Keputusan Pembelian Produk Fashion Pada Marketplace Shopee di Kabupaten Boyolali

SKRIPSI MBS

Pengaruh Digital Marketing, Electronic Word Of Mouth (E-WOM) dan Brand Image terhadap Keputusan Pembelian Produk Fashion Pada Marketplace Shopee di Kabupaten Boyolali

ABSTRACT

The number of business actors who utilize the growth of technology and
information as a business opportunity, resulting in increasingly fierce competition
for similar products in the digital era. This study aims to determine the effect of
digital marketing, Electronic Word Of Mouth (E-WOM) and brand image on
purchasing decisions for fashion products on the Shopee marketplace in Boyolali
Regency.
This type of research is quantitative research. Sampling in this study using
purposive sampling technique with 120 respondents taken from consumers who
have shopped online for fashion products through the Shopee marketplace at least
once who live in Boyolali Regency. The data were analyzed using multiple linear
regression tests and using the help SPSS 23 software.
The results of the research that has been done show that : 1) digital
marketing variabels have a significant effect on purchasing decisions for fashion
products in the Shopee marketplace 2) Electronic Word Of Mouth (E-WOM)
variabels have a significant effect on significant effect on purchasing decisions for
fashion products in the Shopee marketplace 3) Brand image variabels have a
significant effect on purchasing decisions for fashion products in the Shopee
marketplace.
Keywords: digital marketing, Electronic Word Of Mouth (E-WOM), brand image
and purchasing decisions.

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 ANG p 24
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 146 Halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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