Safitri, Adistia Laras (2025) PENGARUH PEMASARAN KOBE BONCABE SAMBAL TABUR MELALUI DIGITAL MARKETING, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Kelurahan Rengas, Kota Tangerang Selatan). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to analyze the influence of digital marketing, brand image, and price on purchasing decisions for Kobe BonCabe Sambal Tabur, both partially and simultaneously, in Rengas Village, South Tangerang City. This study uses a quantitative descriptive method with data collection techniques through observation, interviews, questionnaires, and literature studies. The sample in this study amounted to 100 respondents selected using a purposive sampling technique. The data obtained were analyzed by instrument testing (validity and reliability tests), multiple linear regression analysis. classical assumption tests and hypothesis testing with T and F tests. Based on the results of the simultaneous test (F) study, the calculated f was 71.439 and the table f was 2.70, which means the calculated f was 71.439> table f 2.70. This shows that digital marketing, brand image and price simultaneously or together influence the purchasing decision for Kobe BonCabe Sambal Tabur. Based on the results of the partial test (T), the price variable obtained the largest positive t count with a value of 4.332> t table of 1.985, followed by the brand image variable which obtained a positive t count of 4.089> t table of 1.985 and the digital marketing variable obtained a positive t count of 2.526> t table of 1.985. The results of the partial test (T) show that the three variables, namely digital marketing, brand image and price, have a partial effect on the purchasing decision of Kobe BonCabe Sambal Tabur.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing, citra merek, dan harga terhadap keputusan pembelian Kobe BonCabe Sambal Tabur, baik secara parsial maupun simultan, di Kelurahan Rengas, Kota Tangerang Selatan. Penelitian ini menggunakan metode deskriptif kuantitatif dengan teknik pengumpulan data melalui observasi, wawancara, penyebaran kuesioner, dan studi pustaka. Sampel dalam penelitian ini berjumlah 100 responden yang dipilih menggunakan teknik purposive sampling. Data yang diperoleh dianalisis dengan uji instrumen (uji validitas dan reliabilitas), analisis regresi linier berganda. uji asumsi klasik serta pengujian hipotesis dengan uji T dan F. Berdasarkan hasil penelitian uji simultan (F) diperoleh f hitung sebesar 71,439 dan f tabel sebesar 2,70 yang berarti f hitung 71,439 > f tabel 2,70. Hal ini menunjukkan bahwa digital marketing, citra merek dan harga secara simultan atau bersama-sama berpengaruh terhadap keputusan pembelian Kobe BonCabe Sambal Tabur. Berdasrkan hasil uji parsial (T) variabel harga memperoleh t hitung positif terbesar dengan nilai sebesar 4,332 > t tabel sebesar 1,985, disusul oleh variabel citra merek yang memperoleh t hitung positif sebesar 4,089 > t tabel sebesar 1,985 dan variabel digital marketing memperoleh t hitung positif sebesar 2,526 > t tabel sebesar 1,985. Hasil uji parsial (T) menunjukkan bahwa ketiga variabel tersebut yakni digital marketing, citra merek dan harga berpengaruh secara parsial terhadap keputusan pembelian Kobe BonCabe Sambal Tabur. | |||||||||
| Uncontrolled Keywords: | digital marketing, brand image, price, purchasing decision, kobe boncabe sambal tabur. pemasaran digital, citra merek, harga, keputusan pembelian, kobe boncabe sambal tabur. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Adistia Laras Safitri | |||||||||
| Date Deposited: | 10 Jul 2025 06:44 | |||||||||
| Last Modified: | 15 Jul 2025 06:33 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/51080 |
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