CD Skripsi

Pengaruh Penerapan Digital Matketing Dan Inovasi Produk Kosmetik Terhadap Keputusan Pembelian Pada Pt.Orindo Alam Ayu Cabang Pekanbaru

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This research was conducted at PT. Orindo Alam Ayu Pekanbaru Branch is located at
Ska Mall, 3A Floor No 24-25 Jl. Soekarno Hatta, Kec. Tampan, Pekanbaru City, Riau.
The purpose of this study was to determine the effect of the application of Digital
Marketing and Product Innovation on Purchase Decisions at PT. Orindo AlamAyu
Pekanbaru Branch partially and simultaneously. In this research, the methodused
is quantitative descriptive analysis and SPSS. The population of this study is all
consumers who make purchases of Oriflame Cosmetic Products at PT. Orindo Alam
Ayu Pekeabaru Branch. In the last year, 2020, there were 95 people. To determine the
sample using the census method. Data collection techniques through questionnaires
and interviews, types and sources of data using primary and secondary data,
measurement collection techniques using a rikert scale.
From data analysis which includes validation test, reliability test, simple linear
regression analysis, multiple linear regression analysis, determination analysis and
significance test with t test (partial) test, and f test (simultaneous). The results of this
study indicate that the results of testing the first t-test hypothesis, Digital Marketing
on purchasing decisions, namely t count (3.717) > t table (1.6614) meaning that Digital
Marketing has a significant effect on purchasing decisions. The second quality of
service on purchasing decisions is t count (7.716) > t table (1.6614) meaning that
cosmetic product innovation has a significant effect on purchasing decisions. The
results of the calculated f test (32,921) > F table 3.10. it means that Digital Marketing
and Cosmetic Product Innovation simultaneously affect the Decision at PT. Orindo
Alam Ayu Pekanbaru Branch
Keywords: Digital Marketing, Cosmetic Product Innovation, Purchase Decision.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 04.121 (0035)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Administrasi Bisnis., 2021

Deskripsi Fisik

x, 125 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 04.121 (0035)

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

ELFITRA

Versi lain/terkait

Lampiran Berkas

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