Pengaruh digital marketing terhadap purchase intention: efek moderasi brand equity
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Iwan Ekawanto
Pembimbing 2 : Moch Sabur
Subyek : Electronic commerce;Internet marketing
Kata Kunci : digital marketing, purchase intention, brand equity
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002001193_Halaman-Judul.pdf | 17 | |
| 2. | 2024_SK_SMJ_022002001193_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002001193_Surat-Hasil-Similaritas.pdf | ||
| 4. | 2024_SK_SMJ_022002001193_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | ||
| 5. | 2024_SK_SMJ_022002001193_Lembar-Pengesahan.pdf | ||
| 6. | 2024_SK_SMJ_022002001193_Pernyataan-Orisinalitas.pdf | ||
| 7. | 2024_SK_SMJ_022002001193_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | ||
| 8. | 2024_SK_SMJ_022002001193_Bab-1.pdf | 5 | |
| 9. | 2024_SK_SMJ_022002001193_Bab-2.pdf | 40 |
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| 10. | 2024_SK_SMJ_022002001193_Bab-3.pdf | 11 |
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| 11. | 2024_SK_SMJ_022002001193_Bab-4.pdf | 7 |
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| 12. | 2024_SK_SMJ_022002001193_Bab-5.pdf | 2 | |
| 13. | 2024_SK_SMJ_022002001193_Daftar-Pustaka.pdf | 13 | |
| 14. | 2024_SK_SMJ_022002001193_Lampiran.pdf | 9 |
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P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh pemasaran digital terhadap minat beli dan moderasi dengan ekuitas merek. Metode yang digunakan dalam penelitian ini adalah pengambilan sampel non-probabilitas dengan teknik pengambilan sampel secara sengaja kepada 150 responden. Pengumpulan data dengan menggunakan kuesioner. Data yang diperoleh, dianalisis dengan menggunakan perangkat lunak SPSS dan SmartPLS. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan positif pemasaran digital terhadap minat beli dan tidak terdapat pengaruh moderasi ekuitas merek antara pemasaran digital dan minat beli. Implikasi manajerial ada untuk meningkatkan pemasaran digital, minat beli, dan ekuitas merek.
T his research aims to test and analyze the effect of digital marketing on purchase intention and moderating with brand equity. The method used in this research was non-probability sampling with a deliberate sampling technique for 150 respondents. Data collection using questionnaires. The data obtained was analyzed using SPSS and SmartPLS software. The research results show that there is a significant positive effect of digital marketing on purchase intention and there is no moderating effect of brand equity between digital marketing and purchase intention. Managerial implications exist for improving digital marketing, purchase intention, and brand equity.
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