PENGARUH DIGITAL MARKETING, WORD OF MOUTH, DAN BRAND AMBASSADOR TERHADAP BRAND AWARENESS SERTA DAMPAKNYA PADA PURCHASE DECISION PENGGUNA APLIKASI TOKOPEDIA

TAURINO, NICHOLAS (2021) PENGARUH DIGITAL MARKETING, WORD OF MOUTH, DAN BRAND AMBASSADOR TERHADAP BRAND AWARENESS SERTA DAMPAKNYA PADA PURCHASE DECISION PENGGUNA APLIKASI TOKOPEDIA. Masters thesis, Universitas Tarumanagara.

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Abstract

In the recent years digital shopping is becoming so popular that e-commerce and marketplace popularity rise a lot. This study has a purpose to test the effect of digital marketing, word of mouth, and brand ambassador to purchase decision and brand awareness, and also the effect of brand awareness to purchase decision of Tokopedia users. With a total of 171 respondents who have used and shopped using Tokopedia app across Jabodetabek area. The data then will be analyzed using Smart PLS to find the correlation between each variable and find the effect of digital marketing, word of mouth, and brand ambassador to both purchase decision and brand awareness, and also the effect of brand awareness to purchase decision. The results are: 1. Digital marketing affect purchase decision positively and significantly. 2. Word of mouth affect purchase decision positively and significantly. 3. Brand ambassador affect purchase decision negatively and unsignificantly. 4. Digital marketing affect brand awareness positively and significantly. 5. Word of mouth affect brand awareness positively and significantly. 6. Brand ambassador affect purchase decision positively but is unsignificant. 7. Brand awareness affect purchase decision positively and significantly Keywords: Digital Marketing, Word of Mouth, Brand Ambassador, Brand Awareness, Purchase Decision

Item Type: Thesis (Masters)
Additional Information: Pembimbing: Dr. Sarwo Edy Handoyo, S.E., M.M., CIFM.
Uncontrolled Keywords: Digital Marketing, Word of Mouth, Brand Ambassador, Brand Awareness, Purchase Decision
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 16 Dec 2022 07:05
Last Modified: 16 Dec 2022 07:05
URI: http://repository.untar.ac.id/id/eprint/37944

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