Daud, Daud (2024) Pengaruh Social Media Marketing dan Brand Image Terhadap Keputusan Pembelian Eiger. bachelor thesis, Podomoro University.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing dan brand image terhadap keputusan pembelian produk Eiger. Populasi dalam studi ini adalah pembeli dan pengguna produk Eiger di DKI Jakarta. Sebanyak 131 orang responden berpartisipasi sebagai sampel dalam penelitian ini menggunakan teknik purposive sampling. Hasil menunjukan bahwa social media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian (spearman’s rho = 0.506, p<0.001, r2 = 0.26). Brand image berpengaruh positif dan signifikan terhadap keputusan pembelian (spearman’s rho = 0.484, p<0.001, r2 = 0.24). social media marketing dan brand image berpengaruh positif dan signifikan terhadap keputusan pembelian (F (2,128) = [30,024], p < 0,01, r2 =0.309). hasil penelitian juga mendiskusikan implikasi managerial untuk management Eiger.
| Item Type: | Thesis (bachelor) | ||||||||
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| Contributors (Pembimbing): |
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| Uncontrolled Keywords: | Social Media Marketing, Brand Image, Keputusan Pembelian, Eiger. | ||||||||
| Subjects: | Entrepreneurship | ||||||||
| Divisions: | Prodi Kewirausahaan > Prodi Kewirausahaan (Skripsi) | ||||||||
| Depositing User: | Library Team | ||||||||
| Date Deposited: | 16 Aug 2024 08:46 | ||||||||
| Last Modified: | 16 Aug 2024 08:46 | ||||||||
| URI: | http://repository.podomorouniversity.ac.id/id/eprint/1218 |
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