CD Skripsi

Pengaruh Digital Marketing Terhadap Purchase Decision Pada Culture Product Di Viera Oleh-Oleh Kota Pekanbaru

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ABSTRACT
This study aims to find out and analyze how the Influence of Digital Marketing on
Purchase Decion on Culture Products in Viera Oleh-Oleh of Pekanbaru City. This
study used 112 respondents as samples taken from the purposive sampling
technique. The approach used in this study is quantitative by using the Partial Least
Square model and SmartPls 4.0 software as tools for this research. The results of
this study reveal that there is a significant influence of Social Media Marketing on
Brand Awareness on Ketan Talam Durian at Viera Oleh-Oleh, there is a significant
influence of Electronic Word of Mouth on Brand Awareness on Ketan Talam
Durian at Viera Oleh-Oleh, there is a significant influence of Brand Awareness on
Purchase Decision on Ketan Talam Durian at Viera Oleh-Oleh, there is a
significant influence of Digital Marketing on Purchase Decision on Ketan Talam
Durian at Viera Oleh-Oleh, there is a significant influence of Digital Marketing on
Purchase Decision through Brand Awareness on Ketan Talam Durian at Viera
Oleh-Oleh.
Keywords: Digital Marketing, Social Media Marketing, Electronic Word of Mout,
Purchase Decision, Brand Awareness

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102112046

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102112046

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

daus

Versi lain/terkait

Lampiran Berkas

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