| Nama |
Khoerul Anwar
|
| Email |
khoerul9arul@gmail.com
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| Judul |
PENGARUH DIGITAL MARKETING DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN
(Studi Pada Dealer Yamaha PT. Permata Motor Karawang)
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| Abstrak |
ABSTRACT
This study aims to determine the effect of digital marketing (digital marketing) and brand image on purchasing decisions at Yamaha motorbike dealers PT. Permata Motor Karawang. This type of research is an explanatory quantitative study that explains and proves the influence between variables through data analysis. The sampling technique used was incidental with a sample size of 50 respondents. Respondents are consumers who make purchases of Yamaha motorbikes at PT. Permata Motor Karawang. Data analysis using the help of the SPSS 20.0 program. Hypothesis testing is done by partial test (t) and simultaneous test (F-test).
The results showed that simultaneously and partially the variables of digital marketing and brand image had an effect on purchasing decisions. The results of the study are useful as material for consideration in management practice, especially in relation to the application of digital marketing and maintaining brand image as a way to create consumer purchasing decisions. This research also has practical implications because it can be used as input for Yamaha motorbike dealers PT. Permata Motor Karawang in an effort to improve consumer purchasing decisions in the future.
Keywords: Digital Marketing, Brand Image, Purchasing Decisions.
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| Pembimbing |
LENI SUSANTI, S.E., M.SI., DR.
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| Co Pembimbing |
|
| Kategori |
Manajemen
|
| Jenis |
Jurnal
|
| Tahun |
2021
|
| File PDF |
Jurnal 381741032 (Khoerul Anwar).pdf
|