Image of PENGARUH DIGITAL MARKETING DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG PRODUK SKINCARE THE ORIGINOTE MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI

SKRIPSI MBS

PENGARUH DIGITAL MARKETING DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG PRODUK SKINCARE THE ORIGINOTE MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI

ABSTRACT

This research aims to determine and analyze the influence of digital
marketing and product quality on interest in repurchasing The Originote products

through customer satisfaction as a mediating variable. The sample used was non-
probability sampling, namely a purposive sampling technique with a sampling

technique of 200 consumer respondents who had purchased the Originote
product.This research uses quantitative research methods using questionnaires as
data collection material with the help of IBM SPSS Version 20 software. Data
analysis uses path analysis using the t test as a hypothesis test and the Sobel test as
a mediation test.
The results of this research prove that digital marketing has a positive and
significant effect on repurchase interest, product quality has a positive and
significant effect on repurchase interest, digital marketing has a positive and
significant effect on customer satisfaction, product quality has a positive and
significant effect on customer satisfaction. Meanwhile, customer satisfaction
mediates digital marketing and product quality on repurchase interest. Digital
marketing is more influenced by social media indicators, reviews, content creators
and advertising. Product quality is more influenced by product performance
indicators, reliability, reliability and impression of quality. Repurchase interest is
more influenced by indicators of transactional interest, referential interest and
preferential interest. Customer satisfaction is more influenced by Satisfaction
Toward Quality, Satisfaction Toward Value, and Perceived Besy.
Keywords: digital marketing, product quality, repurchase interest, customer
satisfaction

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 RIF p 24
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 177 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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