Wieyanto, Ruth Ananda (2023) PENGARUH DIGITAL MARKETING, BRAND AWARENESS DAN BRAND IMAGE TERHADAP PURCHASE DECISION PRODUK BRAND UNIQLO DI JAKARTA BARAT. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESSJAKARTA (A) RUTH ANANDA WIEYANTO (115200223) (B) THE INFLUENCE OF DIGITAL MARKETING, BRAND AWARENESS, AND BRAND IMAGE ON THE PURCHASING DECISION OF UNIQLO BRAND CLOTHING PRODUCTS IN JAKARTA BARAT. (C) .XV + 67 PAGES, 2023, 15 tables, 1 pictures, 5 attachment (D) MARKETING MANAGEMENT (E) Abstract: This research aims to determine the influence of digital marketing, brand awareness, and brand image on purchase decisions on Uniqlo products, to determine the influence of digital marketing on purchase decisions on Uniqlo products, to determine the influence of brand awareness on purchase decisions on Uniqlo products, to determine the influence of brand image on purchase decisions on Uniqlo products. The technique used is purposive sampling by distributing it online using Google form media which is then analyzed using PLS-SEM. The sample for this research was 100 Uniqlo consumers in West Jakarta. The results of this research say that digital marketing has a significantly positive effect, brand image has no effect, brand awareness has a significantly positive effect on purchase decisions. (F) Keywords: Digital Marketing, Brand Awareness, Brand Image, and Purchase decisions (G) References list: 53 (H) Carunia Mulya Firdausy, Ir.,M.ADE.,Ph.D.,Prof. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) RUTH ANANDA WIEYANTO (115200223) (B) PENGARUH DIGITAL MARKETING, BRAND AWARENESS, DAN BRAND IMAGE TERHADAP PURCHASE DECISION PRODUK BRAND UNIQLO DI JAKARTA BARAT. (C) .XV + 67 Halaman, 2023, 15 tabel, 1 gambar, 5 lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh digital marketing, brand awareness, dan brand image terhadap purchase decision pada produk Uniqlo, untuk mengetahui pengaruh digital marketing terhadap purchase decision pada produk Uniqlo, untuk mengetahui pengaruh brand awareness terhadap purchase decision pada produk Uniqlo, untuk mengetahui pengaruh brand image terhadap purchase decision pada produk Uniqlo. Adapun Teknik yang digunakan adalah purposive sampling dengan menyebarkan secara online menggunakan media google form yang kemudian dianalisis menggunakan PLS-SEM. Sampel dari penelitian ini adalah 100 konsumen Uniqlo di Jakarta barat. Hasil dari penelitian ini mengatakan bahwa digital marketing berpengaruh secara signifikan positif, brand image tidak berpengaruh, brand awareness berpengaruh secara signifikan positif terhadap purchase decision. Kata Kunci: Digital Marketing, Brand Awareness, Brand Image, dan Purchase Decision. (F) Daftar Acuan: 53 (G) Carunia Mulya Firdausy, Ir.,M.ADE.,Ph.D.,Prof.
| Item Type: | Thesis (Skripsi) |
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| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 02 Sep 2024 03:00 |
| Last Modified: | 02 Sep 2024 03:00 |
| URI: | http://repository.untar.ac.id/id/eprint/44070 |
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