Skripsi

PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA COFFEE SHOP PEDESTRIANHOUSE PALEMBANG.

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Penilaian

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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.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2307005564	T128566	T1285662023	Central Library (Referens)	Available

Detail Information

Series Title

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Call Number

T1285662023

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2023

Collation

xvii, 81 hlm.; Ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.840 7

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Prodi Manajemen
Distribusi Marketing

Specific Detail Info

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Statement of Responsibility

MURZ

Other version/related

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