PENGARUH PEMASARAN DIGITAL DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEMEN PADA PT SEMEN BATURAJA (PERSERO) Tbk

KURNIADI, KARTHA and Wahab, Zakaria and Widiyanti, Marlina (2021) PENGARUH PEMASARAN DIGITAL DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEMEN PADA PT SEMEN BATURAJA (PERSERO) Tbk. Master thesis, Sriwijaya University.

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Abstract

The study aimed to determine the effect of digital marketing and the quality of cement products on the purchasing decision at PT. Semen Balfour (Persero), Tbk. The population in this study are all consumers who purchase Baturaja cement from January to June 2021 in the South Sumatra region, whose number is unknown and can be said to be in the infinite category. The sample used in this study was 180 respondents who purchased Semen Baturaja from January 2021 to June 2021 in the South Sumatra region with the following technique: sample determination using a purposive random sampling technique. The results of multiple linear analysis showed that marketing digital positive and significant impact on purchasing decisions of cement in PT Semen Balfour (Persero), Tbk. Quality of products and a significant favorable influence on purchasing decisions of cement in PT. Semen Balfour (Persero), Tbk. On the digital marketing variable, it is expected to be able to carry out routine and periodic website maintenance because there are problems with the search engine assistance on the Baturaja cement website is accessed. The product quality variable is expected to provide more up-to-date product designs and more attractive Baturaja cement products.

Item Type: Thesis (Master)
Uncontrolled Keywords: digital marketing, product quality, purchasing decisions, Semen Baturaja
Subjects: H Social Sciences > HF Commerce > HF1040-1054 Commodities. Commercial products
Divisions: 01-Faculty of Economics > 61102-Management (S2)
Depositing User: Kartha Kurniadi
Date Deposited: 27 Sep 2021 05:18
Last Modified: 27 Sep 2021 05:18
URI: http://repository.unsri.ac.id/id/eprint/54761

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