Estherlin Rambi, Roselly (2023) PENGARUH PEMASARAN DIGITAL TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN DENGAN KETERLIBATAN PELANGGAN SEBAGAI VARIABEL MEDIASI. Other thesis, STIE Bank BPD Jateng.
![[img]](http://eprints.stiebankbpdjateng.ac.id/style/images/fileicons/text.png) |
Text
Thesis Roselly new.BAB1-3.pdf Download (772kB) |
|
Text
Thesis Roselly new.DAFTARPUSTAKA.pdf Download (247kB) |
Abstract
The purpose of this study was to identify and analyze the influence of digital marketing on purchasing decisions mediated by customer engagement. This research was conducted using a quantitative approach and the sampling technique used was non-probability sampling, which is a technique that provides different opportunities for each element or member of the population to be determined as a sample. The number of samples obtained was 99 respondents who were taken via a google form questionnaire using the Partial Least Square (PLS) data analysis technique. Based on statistical tests, the results of the study show that: 1) Digital marketing has a positive effect on purchasing decisions for Generation Z in Semarang City. 2) Digital marketing has a positive effect on Generation Z customer engagement in Semarang City 3) Customer engagement has a positive effect on Generation Z purchasing decisions on Generation Z in Semarang City 4) Digital Marketing has a positive effect on purchasing decisions mediated by customer engagement on Generation Z in Semarang City 5) Customer engagement variable has a partial mediation of 72.2% on the influence of digital marketing on purchasing decisions in Generation Z in Semarang City.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh pemasaran digital terhadap keputusan pembelian yang dimediasi oleh keterlibatan pelanggan Penelitian ini dilakukan dengan pendekatan kuantitatif dan teknik pengambilan sampel yang digunakan non probability sampling, yaitu teknik yang memberikan peluang yang berbeda-beda bagi setiap elemen atau member populasi untuk ditentukan menjadi sample. Jumlah sampel diperoleh sebanyak 99 responden yang diambil melalui kuesioner google form dengan menggunakan teknik analisis data Partial Least Square (PLS). Berdasarkan uji statistik, hasil penelitian menunjukkan bahwa: 1) Pemasaram digital berpengaruh positif keputusan pembelian Generasi Z di Kota Semarang. 2) Pemasaran digital berpengaruh positif terhadap keterlibatan pelanggan Generasi Z di Kota Semarang 3) Keterlibatan pelanggan berpengaruh positif terhadap keputusan pembelian Generasi Z di Kota Semarang 4) Pemasaran Digital berpengaruh positif terhadap keputusan pembelian dengan dimediasi oleh keterlibatan pelanggan Generasi Z di Kota Semarang 5) variable keterlibatan pelanggan memiliki memediasi parsial sebesar 72.2% pada pengaruh pemasaran digital terhadap keputusan pembelian pada Generasi Z di Kota Semarang . |
| Uncontrolled Keywords: | digital marketing, customer engagement, purchasing decision |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S2 |
| Date Deposited: | 03 Jul 2023 06:40 |
| Last Modified: | 03 Jul 2023 06:40 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1132 |
Actions (login required)
 |
View Item |
