PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA COFFEE SHOP PEDESTRIANHOUSE PALEMBANG

PUTRI, RAMADINI MAYANG and Nofiawaty, Nofiawaty and Mavilinda, Febria Hera (2023) PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA COFFEE SHOP PEDESTRIANHOUSE PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The objective of this study is to investigate the impact of digital marketing, encompassing website variables, paid search click-based advertising, affiliate marketing and partnership strategy, and consumer relationship management, on purchasing decisions at the Pedestrianhouse Palembang coffee shop. The primary data was collected from 100 respondents through questionnaires using purposive sampling. The data was analyzed using various statistical techniques such as F test, T test, multiple linear regression analysis, and coefficient of determination. The findings show that all the digital marketing variables, including website variables, paid search click-based advertising, affiliate marketing and partnership strategy, and consumer relationship management, have a significant influence on purchasing decisions. Additionally, customer relationship management emerged as the dominant variable that influences purchasing decisions in this study.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	DIGITAL MARKETING
Subjects:	H Social Sciences > HB Economic Theory > HB71-74 Economics as a science. Relation to other subjects
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Ramadini Mayang Putri
Date Deposited:	12 Sep 2023 07:20
Last Modified:	12 Sep 2023 07:20
URI:	http://repository.unsri.ac.id/id/eprint/128566

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