ANALISIS PENGARUH DIGITAL MARKETING, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA FORE COFFEE
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Institusion
Universitas Pembangunan Nasional Veteran Jakarta
Author
Dwi Ambarwati, .
Subject
H Social Sciences (General)
Datestamp
2021-09-06 15:19:36
Abstract :
This study aims to determine the effect of Digital Marketing, product quality and price on purchasing decisions at Fore Coffee. The dependent variable in this study is the purchase decision. The independent variables are Digital Marketing, product quality and price. In this study the sampling technique used is non probability sampling. The sampling method uses a purposive sampling technique of 75 respondents. The type of data used in this study is primary data. Data obtained in this study by distributing questionnaires through Google form provided directly to respondents. The analysis method is processed using Partial Least Square (PLS). the results of this study indicate that the Digital Marketing variable has a positive and significant effect on purchasing decisions, while the product quality and price variables have no significant effect on purchasing decisions.
This study aims to determine the effect of Digital Marketing, product quality and price on purchasing decisions at Fore Coffee. The dependent variable in this study is the purchase decision. The independent variables are Digital Marketing, product quality and price. In this study the sampling technique used is non probability sampling. The sampling method uses a purposive sampling technique of 75 respondents. The type of data used in this study is primary data. Data obtained in this study by distributing questionnaires through Google form provided directly to respondents. The analysis method is processed using Partial Least Square (PLS). the results of this study indicate that the Digital Marketing variable has a positive and significant effect on purchasing decisions, while the product quality and price variables have no significant effect on purchasing decisions.
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