PENGARUH DIGITAL MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI KASSA CAKE & DESSERT PALEMBANG

SARI, ANGGI PERMATA and Maulana, Ahmad (2023) PENGARUH DIGITAL MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI KASSA CAKE & DESSERT PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the influence of Digital Marketing and Word Of Mouth on Purchasing Decisions at Kassa Cake & Dessert Palembang. The data for this research were collected using a quantitative approach. The population of this study consists of consumers of Kassa Cake & Dessert Palembang. Hypothesis testing in this study employed Instrument Test. Multiple Linear Regression Test, Correlation and Determination Test, and Partial Test, using SPSS version 24. The results of this study indicate that Digital Marketing has a positive but not significant influence on purchasing decisions, while Word Of Mouth has a positive and significant influence on purchasing decisions. Keywords : Digital Marketing Word Of Mouth, Purchasing Decisions

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Digital Marketing, Word Of Mouth, Keputusan Pembelian
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Anggi Permata Sari
Date Deposited:	21 Sep 2023 04:40
Last Modified:	21 Sep 2023 04:40
URI:	http://repository.unsri.ac.id/id/eprint/128953

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