CD Skripsi

Pengaruh Digital Marketing Dan Variasi Produk Terhadap Keputusan Pembelian Pelanggan Yang Dimediasi Oleh Citra Merek Pada Umkm Dapur Aru Olahan Kelor Kampar

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This study aims to determine and analyze the influence of Digital marketing and Product Variation through Brand Image on Customer Purchase Decisions at UMKM Dapur Aru Olahan Kelor Kampar. The research tested seven hypotheses using a quantitative approach by distributing questionnaires to 96 respondents who are customers of Dapur Aru Olahan Kelor Kampar. The sampling method used was non-probability sampling with purposive sampling technique, where the criteria required that respondents had made purchases at least twice at Dapur Aru. The analysis was conducted using PLS-SEM. The results show that Digital marketing has no significant effect on Customer Purchase Decisions. Product Variation has a significant effect on Customer Purchase Decisions. Digital marketing also has no significant effect on Brand Image. However, Product Variation significantly affects Brand Image. Furthermore, Brand Image has a significant effect on Customer Purchase Decisions. Digital marketing does not have a significant indirect effect on Customer Purchase Decisions through Brand Image. On the other hand, Product Variation has a significant indirect effect on Customer Purchase Decisions through Brand Image at UMKM Dapur Aru Olahan Kelor Kampar.

Keywords: Digital marketing , Product Variation, Brand Image, Customer Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2101112652

Penerbit

Pekanbaru : Universitas Riau FISIPOL Administrasi Bisnis., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2101112652

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 Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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