Lestari, Purnama Juni (2024) Pengaruh Perkembangan Digital Marketing Terhadap Minat Beli Produk Thrifting Di Kota Duri. Undergraduate thesis, Politeknik Negeri Bengkalis.
![[img]](http://eprints.polbeng.ac.id/style/images/fileicons/text.png) |
Text (Abstract)
1. SKRIPSI-5103201458-Abstract.pdf - Submitted Version Available under License Creative Commons Attribution Share Alike. Download (119kB) |
|
Text (BAB I Pendahuluan)
2. SKRIPSI-5103201458-BAB I Pendahuluan.pdf - Submitted Version Available under License Creative Commons Attribution Share Alike. Download (135kB) |
|
Text (Daftar Pustaka)
3. SKRIPSI-5103201458-Daftar Pustaka.pdf - Submitted Version Available under License Creative Commons Attribution Share Alike. Download (119kB) |
|
Text (Full Text)
4. SKRIPSI-5103201458-Full Text.pdf - Submitted Version Restricted to Registered users only Available under License Creative Commons Attribution Share Alike. Download (3MB) |
Abstract
This research aims to determine and analyze the influence of digital marketing variables based on website indicators, search engine marketing, e-mail marketing and social media marketing on interest in purchasing thrifting products in Duri City. This type of research is associative research. This research uses a quantitative approach with the number of respondents in this research being 100 respondents based on a purposive sampling technique. Primary data was obtained through a questionnaire with a measurement scale using a Likert scale. The data analysis technique used in this research is simple linear regression analysis. The variable that most dominates the purchase interest question with a mean score of 4.48 is the transactional interest indicator, while the question that gets the lowest mean score, namely 4.11, is the preferential interest indicator. The variable that most dominates digital marketing questions with a mean score of 4.55 is the social media marketing indicator, while the question that gets the lowest mean score, namely 3.72, is the e-mail marketing indicator. The results show that the digital marketing variable has a positive and significant influence on interest in purchasing thrifting products in Duri City. In this research, consumer buying interest was influenced by 44%, with social media marketing as the most influential indicator in increasing consumer buying interest.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Uncontrolled Keywords: | Digital marketing, Purchase Interest, Thrifting Products | ||||||||
| Subjects: | 550 ILMU EKONOMI > 570 ILMU MANAJEMEN > 574 Pemasaran | ||||||||
| Divisions: | Jurusan Administrasi Bisnis > Sarjana Terapan Bisnis Digital > TUGAS AKHIR | ||||||||
| Depositing User: | Bisnis Digital | ||||||||
| Date Deposited: | 26 Aug 2024 01:18 | ||||||||
| Last Modified: | 26 Aug 2024 01:18 | ||||||||
| URI: | http://eprints.polbeng.ac.id/id/eprint/13546 |
Actions (login required)
 |
View Item |
