Danielle, Danielle (2023) PENGARUH DIRECT MARKETING DAN ADVERTISING TERHADAP PURCHASE DECISION PRODUK SOMETHINC DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) DANIELLE (115200114) (B) PENGARUH DIRECT MARKETING DAN ADVERTISING TERHADAP PURCHASE DECISION PRODUK SOMETHINC DI JAKARTA (C) xv + 106 halaman, 2023, 30 tabel, 3 gambar, 3 lampiran (D) PEMASARAN (E) Abstrak : Penelitian ini dilakukan bertujuan untuk mengetahui apakah terdapat pengaruh direct marketing dan advertising terhadap purchase decision produk Somethinc di Jakarta. Sampel yang digunakan dalam penelitian ini sebanyak 240 responden. Metode pengumpulan data menggunakan metode non- probability sampling dengan teknik purposive sampling. Instrumen pengumpulan data menggunakan kuesioner google form yang disebarkan secara online kepada pengguna produk Somethinc di Jakarta. Teknik analisis data yang digunakan dalam penelitian ini menggunakan SEM PLS dengan aplikasi SmartPLS 4. Hasil analisis data ini menunjukkan bahwa variabel direct marketing dan advertising berpengaruh secara positif dan signifikan terhadap Purchase decision. Kata Kunci : direct marketing, advertising, purchase decision (F) Daftar Pustaka : 41 (1975-2023) (G) Prof. Ir. Carunia Mulya Firdausy M.ADE., Ph.D. ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMY AND BUSINESS JAKARTA (A) DANIELLE (115200114) (B) THE INFLUENCE OF DIRECT MARKETING AND ADVERTISING ON PURCHASE DECISION OF SOMETHINC PRODUCTS IN JAKARTA. (C) xv + 106 pages, 2023, 30 tables, 3 pictures, 3 attachments (D) MARKETING (E) Abstract : This research was conducted with the aim of finding out whether there is an influence of direct marketing and advertising on purchase decisions for Somehinc products in Jakarta. The sample used in this research was 240 respondents. The data collection method uses a non-probability sampling method with purposive sampling technique. The data collection instrument used a Google Form questionnaire which was distributed online to Somehinc product users in Jakarta. The data analysis technique used in this research uses SEM PLS with the SmartPLS 4 application. The results of this data analysis show that direct marketing and advertising variables have a positive and significant influence on purchasing decisions. Keywords: direct marketing, advertising, purchase decisions (F) Reference : 41 (1975-2023) (G) Prof. Ir. Carunia Mulya Firdausy M.ADE., Ph.D.
| 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: | 12 Aug 2024 02:32 |
| Last Modified: | 12 Aug 2024 02:32 |
| URI: | http://repository.untar.ac.id/id/eprint/43811 |
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