Pengaruh Digital Marketing Terhadap Keputusan Pembelian Konsumen pada "Rumah Makan Cendol Durian Sibango" di Kecamatan Warunggunung, Kabupaten Lebak.

Salsabillah, Aura (2024) Pengaruh Digital Marketing Terhadap Keputusan Pembelian Konsumen pada "Rumah Makan Cendol Durian Sibango" di Kecamatan Warunggunung, Kabupaten Lebak. S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

The purpose of this research was to analyze the impact of digital marketing, especially marketing through Instagram Stories features and Electronic Word of Mouth (e-WOM) on Google Reviews on consumer purchasing decisions at Cendol Durian Sibango Restaurant in Warunggunung District, Lebak Regency. The data collection technique was done using a questionnaire with a sample of 90 Instagram followers @cdsjabrig with a sampling method using non probability sampling. The results of this study indicate that partially digital marketing has no significant effect while e-WOM has a significant effect on purchasing decisions, while simultaneously digital marketing and e-WOM have a significant effect, of the two variables the e-WOM variable is the variable that has the most influence on purchasing decisions.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Astuti, Andjar	196005311986112001
Thesis advisor	Gunawan, Gugun	196211102000121001

Additional Information:

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh pemasaran digital khususnya pemasaran melalui fitur Instagram Stories dan Electronic Word of Mouth (e-WOM) pada Google Review terhadap keputusan pembelian konsumen pada Rumah Makan Cendol Durian Sibango di Kecamatan Warunggunung Kabupaten Lebak. Teknik pengumpulan data dilakukan dengan menggunakan kuesioner dengan sampel sebanyak 90 followers Instagram @cdsjabrig dengan metode pengambilan sampel menggunakan non probability sampling. Hasil penelitian ini menunjukkan bahwa secara parsial pemasaran digital tidak berpengaruh signifikan sedangkan e-WOM berpengaruh signifikan terhadap keputusan pembelian, sedangkan secara simultan pemasaran digital dan e-WOM berpengaruh signifikan, dari kedua variabel tersebut variabel e-WOM merupakan variabel yang paling berpengaruh terhadap keputusan pembelian.

Uncontrolled Keywords:

Agribisnis, Digital Marketing, Electronic Word of Mouth, Google Ulasan, Instagram Stories, Marketing,

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

04-Fakultas Pertanian
04-Fakultas Pertanian > 54201-Program Studi Agribisnis

Depositing User:

Mrs Aura Salsabillah

Date Deposited:

04 Jun 2024 10:54

Last Modified:

04 Jun 2024 10:54

URI:

http://eprints.untirta.ac.id/id/eprint/35348

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