PENGARUH DIGITAL MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI ERA MEDIA SOSIAL : STUDI PADA K-POPPERS DI TWITTER YANG MEMBELI ALBUM SEVENTEEN

Rahmadani, Ameliya Della and Hakim, Lukmanul (2025) PENGARUH DIGITAL MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI ERA MEDIA SOSIAL : STUDI PADA K-POPPERS DI TWITTER YANG MEMBELI ALBUM SEVENTEEN. Masters thesis, Informatics & Business Institute Darmajaya.

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COVER.pdf
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PERNYATAAN.pdf
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HALAMAN PENGESAHAN.pdf
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ABSTRAK.pdf
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Abstract

Social media platforms are widely used for advertising in the digital era. Social media is considered one of the most successful ways to reach customers and has become an essential component of marketing campaigns due to its ability to facilitate faster promotions and generate better audience responses. This study is a quantitative research using a causal associative method. Data were collected online through a structured questionnaire with a Likert scale, distributed to 272 members of the K-pop community on Twitter. The sample size was determined using the Isaac and Michael formula with a non-probability sampling approach. Data analysis was conducted using multiple linear regression with the help of SPSS version 20 software. The results of the study show that digital marketing and product quality have a positive and significant influence on purchasing decision.

Item Type: Thesis (Masters)
Subjects: 600 Teknologi - Ilmu terapan > 650 Manajemen
eTheses
Divisions: Pasca Sarjana > Magister Manajemen
Depositing User: mrs Ameliya Della Rahmadani
Date Deposited: 21 Nov 2025 07:57
Last Modified: 21 Nov 2025 07:57
URI: http://repo.darmajaya.ac.id/id/eprint/23139

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