CD Tesis

Pengaruh Strategi Promosi Duta Merk Pt Cicil Solusi Mitra Teknologi Terhadap Keputusan Pemilihan Produk Pada Mahasiswa Di Kota Pekanbaru

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The Industrial Revolution 4.0 has brought significant changes to the way of
human life. The industrial revolution 4.0 applies an automatic concept where
applications are carried out by machines without the need for human power.
Today's increasingly sophisticated digital technology is making major changes to
the world, including the world of finance. Financial Technology emerges and
develops along with changes in people's lifestyles which are currently dominated by
information technology users with fast-paced life demands.
Fintech Peer-to-Peer Lending (Lending) or Information Technology-Based
Borrowing and Borrowing Services (LPMUBTI) is one of the innovations in the
financial sector by utilizing technology that allows lenders and loan recipients to
carry out lending and borrowing transactions without having to meet in person. The
lending and borrowing transaction mechanism is carried out through a system that
has been provided by the Fintech Lending Organizer, both through applications
and website pages. One example of a P2P lending company specifically for students
is PT CICIL Solusi Mitra Teknologi, which offers loans for students to meet their
college needs.
This study aims to find out the promotion strategy of PT. Cicil Solusi Mitra
Teknologi on product selection decisions. The sampling method used purposive
sampling and obtained 65 student respondents from several universities in
Pekanbaru City. The data analysis tool used is structural equation modeling (SEM)
using the pls (Partial Least Square) program. The results of this study show that
variables that have a positive influence include brand awareness on product
selection decisions, brand image on direct marketing, brand image on purchasing
decisions, direct marketing on purchasing decisions. Meanwhile, those that do not
have a positive influence include brand awareness on direct marketing, brand
awareness of purchasing decisions with direct marketing as a mediating variable,
brand image on purchasing decisions with direct marketing as a mediation
variable.
Key Words : Brand Awareness, Brand Image, Direct Marketing, Purposive
Sampling.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1810246791

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1810246791

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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