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 | 1 | |
| 4. | 2024_SK_SMJ_022002001193_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | ||
| 5. | 2024_SK_SMJ_022002001193_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2024_SK_SMJ_022002001193_Pernyataan-Orisinalitas.pdf | ||
| 7. | 2024_SK_SMJ_022002001193_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002001193_Bab-1.pdf | 5 | |
| 9. | 2024_SK_SMJ_022002001193_Bab-2.pdf | 40 |
|
| 10. | 2024_SK_SMJ_022002001193_Bab-3.pdf | 11 |
|
| 11. | 2024_SK_SMJ_022002001193_Bab-4.pdf | 7 |
|
| 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 |
|
P Penelitian 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 This 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.
Pengaruh corporate social responsibility, brand awareness, dan corporate image terhadap brand equity
FEB - Usakti
Peran mediasi sikap pada pengaruh norma subjektif dan religiusitas terhadap intensi pembelian
FEB - Usakti
Anteseden dan konsekuensi sikap viewers pada food vlogger sate taichan di channel youtube
FEB - Usakti
Pengaruh offline experience terhadap customer loyalty serta dampaknya pada brand equity
FEB - Usakti
Anteseden dan konsekuensi affective identification dan satisfaction pada restoran cepat saji
FEB - Usakti
Pengaruh attitude, subjective norm, perceived behavioral control, halal awareness terhadap purchase intention
FEB - Usakti
Peran customer engagement dalam memediasi pengaruh gamification terhadap repurchase intention
FEB - Usakti
Pengaruh social media marketing dan price terhadap purchase intention melalui brand image
FEB - Usakti
Pengaruh e-wom terhadap purchase intention konsumen melalui brand equity pada apparel brands
FEB - Usakti
Meningkatkan brand equity menggunakan brand love,brand loyalty, brand trust, dan brand affection.
FEB - Usakti
Pengaruh country of origin terhadap purchase intention pada pasar smartphone di indonesia
FEB - Usakti
Dampak influencer social media pada consumer well-being dan purchase intention perspective youtube
FEB - Usakti
Pengaruh credibility social media influencer terhadap purchase intention pada produk skincare
FEB - Usakti
Pengaruh website design, reliable service, trust, personalisation terhadap purcahse intention e-grocery.
FEB - Usakti
Pengaruh service quality, perceived value, storeatmosphere terhadap customer satisfaction danpurchase intention
FEB - Usakti
Pengaruh social presence dan live streaming quality terhadap purchase intention pada e-commerce
FEB - Usakti
Anteseden environmental concerns dan social influence terhadap willingness to pay pada brand eco fashion di jakarta.
FEB - Usakti
Pengaruh mediasi e-wom dalam hubungan antara digital marketing activities dan customer intention to buy.
FEB - Usakti
Pengaruh brand awareness, brand loyalty dan brand attitude terhadap purchase intention pada aplikasi marketplace.
FEB - Usakti
Pengaruh economic drivers dan social drivers terhadap increased purchase intentions melalui customer commitment
FEB - Usakti
Pengaruh perceived service quality dan perceived price terhadap repurchase intention pada provider telepon genggam
FEB - Usakti
Antecedents dari repurchase intention, word-of-mouth dan feedback pada industri penerbangan low cost carrier
FEB - Usakti
Pengaruh brand image, product involvement, product knowledge terhadap counterfeits purchase intention
FEB - Usakti
Pengaruh ethicality of the advertisement dan likeabilit of the advertisemen terhadap purchase intention
FEB - Usakti
Pengaruh electronic word of mouth terhadap brand image dan purchase intention pada produk handphone
FEB - Usakti
Pengaruh brand love terhadap word of mouth, purchase intention dan brand loyalty merek mobil
FEB - Usakti
Pengaruh cognition,affection,conation dan brand awareness terhadap future purchase intention
FEB - Usakti
Info Koleksi Skripsi
Universitas
Fakultas
- FH (1597)
- FEB (7359)
- FK (2156)
- FKG (3532)
- FTSP (1168)
- FTI (3279)
- FTKE (2524)
- FALTL (2097)
- FSRD (759)