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Pengaruh Penerapan Digital Marketing Dan Inovasi Produk Terhadap Keputusan Pembelian Pada Rotte Bakery Cabang Bukit Barisan Pekanbaru

This study aims to determine the effect of digital marketing and product innovation on purchasing decisions at Rotte Bakery Branch Bukit Barisan Pekanbaru. The method used in this research is descriptive and quantitative statistics with explanatory research. The sample in this study amounted to 100 respondents who were determined using accidental sampling technique and using a questionnaire for data collection techniques. The data analysis technique uses multiple linear regression analysis and the feasibility of the research instrument has been ascertained through validity tests, reliability tests, and classical assumption tests. The results show that digital marketing (X1) has a significant positive effect on purchasing decisions (Y), product innovation (X2) has a significant positive effect on purchasing decisions (Y), and digital marketing (X1) and product innovation (X2) simultaneously have a significant positive effect on purchasing decisions (Y).

Keywords: Digital Marketing; Product Innovation; Purchase Decision

Ketersediaan
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Perpustakaan Universitas Riau 1901124180
1901124180
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
1901124180
Penerbit
Pekanbaru : Universitas Riau - FISIP - Ilmu Administrasi Bisnis.,
Deskripsi Fisik
-
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
1901124180
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
ILMU ADMINISTRASI
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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