PENGARUH DIGITAL MARKETING, INFLUENCER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SOMETHINC DI JABODETABEK

PENGARUH DIGITAL MARKETING, INFLUENCER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SOMETHINC DI JABODETABEK

This research is a quantitative research conducted to analyze and prove the influence between digital marketing, influencers and brand image on consumer purchasing decisions. The object of this research is someone who has bought or used SomeThinc products in Jabodetabek. The data obtained in this st...

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Main Author: Rizki Putri Wulandari, (Author)
Format: Book
Published: 2022-06-30.
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NonPeerReviewed
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Summary:This research is a quantitative research conducted to analyze and prove the influence between digital marketing, influencers and brand image on consumer purchasing decisions. The object of this research is someone who has bought or used SomeThinc products in Jabodetabek. The data obtained in this study are the results of distributing online questionnaires using Google Form and with a sample of 100 respondents. The sampling technique in this research was through probability sampling through purposive sampling method. Analysis of the research data using SmartPLS 3.0. The results of this study are: 1) digital marketing has a positive and significant influence on purchasing decisions of 0.413; 2) influencers have a positive and significant influence on purchasing decisions of 0.225; 3) brand image has a positive and significant influence on purchasing decisions of 0.319. While digital marketing, influencers and brand image contributed to purchasing decisions with an Adjusted R square value of 0.776 and the remaining 0.224 caused by other factors not examined in this study such as product quality, price, and word of mouth.
Item Description:http://repository.upnvj.ac.id/19248/27/ABSTRAK.pdf
http://repository.upnvj.ac.id/19248/28/AWAL.pdf
http://repository.upnvj.ac.id/19248/40/BAB%201.pdf
http://repository.upnvj.ac.id/19248/41/BAB%202.pdf
http://repository.upnvj.ac.id/19248/42/BAB%203.pdf
http://repository.upnvj.ac.id/19248/43/BAB%204.pdf
http://repository.upnvj.ac.id/19248/44/BAB%205.pdf
http://repository.upnvj.ac.id/19248/45/DAFTAR%20PUSTAKA.pdf
http://repository.upnvj.ac.id/19248/46/RIWAYAT%20HIDUP.pdf
http://repository.upnvj.ac.id/19248/47/LAMPIRAN.pdf
http://repository.upnvj.ac.id/19248/48/HASIL%20PLAGIARISME.pdf
http://repository.upnvj.ac.id/19248/49/ARTIKEL%20KI.pdf

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