CD Skripsi

Pengaruh Digital Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Beta Coffee Pekanbaru

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Increasingly tight business competition requires business actors to implement integrated marketing strategies to achieve marketing goals, including the Beta Coffee business. Beta Coffee is a coffeeshop located in Pekanbaru City. Therefore, the aim of this research is to analyze the influence of digital marketing and brand awareness on Beta Coffee purchasing decisions. This research sample consisted of 100 people who were determined using accidental sampling techniques. Data was collected with a questionnaire and analyzed with multiple linear regression. Based on the research results, there is a positive and significant influence between digital marketing on Beta Coffee purchasing decisions. The better digital marketing is done, the more purchasing decisions will increase. Apart from that, the research results also found that brand awareness had a positive and significant effect on purchasing decisions. The higher the brand awareness that consumers have, the more purchasing decisions they will make.

Keywords: purchase decisions; digital marketing; brand awareness.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

200511310

Penerbit

Pekanbaru : Universitas Riau FKIP Pendidikan Ekonomi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

200511310

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU PENDIDIKAN EKONOMI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Aldi

Versi lain/terkait

Lampiran Berkas

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