SKRIPSI MBS

Pengaruh Digital Marketing, Word of Mouth dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Gavin Fashion Store Kartasura

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ABSTRACT

The purpose of this study is to identify and analyze the influence of digital
marketing, word of mouth, and service quality on consumer decisions. This
research uses a quantitative approach carried out at Gavin Fashion Store
Kartasura. The subjects of his research include several consumers residing in
Kartasura, Sukoharjo. The technique used in sampling is non-probability sampling,
which is a technique that does not provide equal opportunities to members of the
population taking into account certain considerations (purposive sampling).
Primary data were obtained from a questionnaire with a sample of 96 respondents.
It was then tested for validity and reliability using the IBM SPSS version 22
Windows program. Data analysis uses classical assumption tests, multiple linear
regression analysis, simultaneous tests (F test), partial tests (t test), and coefficient
of determination (R-Square).
Research findings prove that the digital marketing variable (X1) has a
positive and significant influence on purchasing decisions (Y) with a sinificance
value of 0.0321.989. This means that the
more optimal the digital marketing strategy, the purchase decision will increase.
The word of mouth variable (X2) has a positive and significant influence on
purchasing decisions (Y) with a significance value of 0.0001.989. This means that the more often word of mouth activities are
carried out, the stronger consumers will be in making purchase decisions. While
the service quality variable (X3) has a positive but not significant influence on the
Purchase Decision (Y) with a significance value of 0.122>0.05 and a calculated t
value of 1.559

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 MEL p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 151 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mely Silviana Hadiati

Versi lain/terkait

Lampiran Berkas

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