LIYANTHORO, MUCHAMAD FAJAR (2025) PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN YANG DIMODERISASI OLEH DIGITAL MARKETING (Studi Pada Pengguna Telkomsel Di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
Muchamad Fajar Liyanthoro_5551210124_Fulltext.pdf Restricted to Registered users only Download (3MB) |
|
Text
Muchamad Fajar Liyanthoro_5551210124_01.pdf Restricted to Registered users only Download (1MB) |
|
Text
Muchamad Fajar Liyanthoro_5551210124_02.pdf Restricted to Registered users only Download (302kB) |
|
Text
Muchamad Fajar Liyanthoro_5551210124_03.pdf Restricted to Registered users only Download (486kB) |
|
Text
Muchamad Fajar Liyanthoro_5551210124_04.pdf Restricted to Registered users only Download (616kB) |
|
Text
Muchamad Fajar Liyanthoro_5551210124_05.pdf Restricted to Registered users only Download (130kB) |
|
Text
Muchamad Fajar Liyanthoro_5551210124_Ref.pdf Restricted to Registered users only Download (241kB) |
|
Text
Muchamad Fajar Liyanthoro_5551210124_Lamp.pdf Restricted to Registered users only Download (492kB) |
Abstract
The purpose of this study is to examine how digital marketing (Z) influences the relationship between price (X1) and product quality (X2) with purchasing decisions (Y) when purchasing Telkomsel internet data in Serang. This study involved the entire population of Serang City, and a purposive sampling technique was used to collect 120 respondents. This study was conducted quantitatively using a descriptive approach. This study collected data through literature studies and questionnaires. The number of participants in the instrument testing was 30 people, and the data analysis method used was Structural Equation Modeling (SEM), assisted by SmartPls 4.0 software. The results of the study indicate: (1) Price has a negative and significant influence on purchasing decisions. (2) Product quality has a negative but insignificant influence on purchasing decisions. (3) Digital marketing is able to moderate quasi-moderation by weakening the influence of price on purchasing decisions. (4) Digital marketing is able to moderate purely by strengthening the influence of product quality on purchasing decisions.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Tujuan dari penelitian ini adalah untuk melihat bagaimana peran medoderasi digital marketing (Z) berdampak pada hubungan antara harga (X1) dan kualitas produk (X2) dengan keputusan pembelian (Y) ketika membeli kuota internet Telkomsel di Serang. Penelitian ini melibatkan seluruh populasi masyarakat di Kota Serang, dan teknik sampling purposive digunakan untuk mengumpulkan 120 responden. Penelitian ini dilakukan secara kuantitatif menggunakan pendekatan deskriptif. Penelitian ini mengumpulkan data melalui studi literatur dan kuesioner. Jumlah peserta dalam pengujian instrumen adalah 30 orang, dan metode analisis data yang digunakan adalah Structural Equation Modelling (SEM). Dibantu oleh Perangkat lunak SmartPls 4.0. Hasil dari penelitian mengatakan: (1) Harga memiliki pengaruh yang negatif dan signifikan terhadap keputusan pembelian. (2) Kualitas produk memiliki pengaruh yang negatif namun tidak signifikan dengan keputusan pembelian.(3) Digital Marketing mampu memoderasi secara semu (quasi moderasi) dengan memperlemah pengaruh harga terhadap keputusan pembelian. (4) Digital Marketing mampu memoderasi secara asli (pure moderasi) memperkuat pengaruh kualitas produk terhadap keputusan pembelian. | |||||||||
| Uncontrolled Keywords: | Price; Product Quality; Purchasing Decisions; Moderation; Digital Marketing. Harga; Kualitas Produk; Keputusan Pembelian; Moderasi; Digital Marketing | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
|||||||||
| Depositing User: | Muchamad Fajar Liyanthoro | |||||||||
| Date Deposited: | 19 Nov 2025 04:50 | |||||||||
| Last Modified: | 19 Nov 2025 04:50 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/56189 |
Actions (login required)
 |
View Item |