TYAS, SAMPIK KRISNING (2020) ANALISIS PENGARUH DIGITAL MARKETING TERHADAP TRUST, PRICE DAN SERVICE QUALITY SERTA DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN PADA INDUSTRI PENDIDIKAN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Pada tahun 2018 Asosiasi Penyelenggara Jasa Internet Indonesia merilis data bahwa di Indonesia pengguna internet sebanyak 64,8%. Survey ini menginfokan lebih dari setengah penduduk di Indonesia sudah menggunakan internet. Perkembangan ini mengubah tren pemasaran dari pemasaran secara tradisional ke digital. DUMET School adalah salah satu perusahaan yang sudah menerapkan digital marketing pada kegiatan pemasaran, akan tetapi hasil dari kinerja pemasaran cenderung flat dan menurun. Penelitian ini bertujuan untuk mengetahui adanya pengaruh digital marketing terhadap trust, price dan service quality serta dampaknya terhadap keputusan pembelian. Analisis structural equation modeling (SEM) adalah metode penelitian yang digunakan. Responden adalah murid yang masih aktif belajar dan berjumlah 200 orang. Hasil penelitian yaitu digital marketing berpengaruh terhadap trust, price dan service quality, dimensi pada digital marketing yang paling berpengaruh adalah website. Keputusan pembelian paling besar dipengaruhi oleh service quality. Penyusunan startegi pemasaran selanjutnya, berfokus pada perbaikan kualitas website dapat meningkatkan trust konsumen dan membantu mempermudah dalam memberikan service quality kepada konsumen sehingga berdampak pada keputusan pembelian, dengan begitu akan membuat produktivitas karyawan lebih efisien dan berpeluang mendapatkan hasil yang lebih maksimal. Keywords: Digital Marketing, Trust, Price, Service Quality, Keputusan Pembelian In 2018 the Indonesian Internet Service Providers Association released data that in Indonesia internet users were 64.8%. This survey informs that more than half of the population in Indonesia already uses the internet. This development is changing marketing trends from traditional to digital marketing. DUMET School is one company that has implemented digital marketing in marketing activities, but the results of marketing performance tend to be flat and declining. This study aims to determine the effect of digital marketing on trust, price and service quality and their impact on purchasing decisions. Structural equation modeling (SEM) analysis is the research method used. Respondents are students who are still actively learning and numbering 200 people. The results of the study are that digital marketing influences trust, price and service quality, the most influential dimension of digital marketing is the website. Purchasing decisions are most influenced by service quality. The subsequent marketing strategy, focusing on improving the quality of the website can increase consumer trust and help make it easier to provide quality service to consumers so that it impacts purchasing decisions, thereby making employee productivity more efficient and has the opportunity to get maximum results. Keywords: Digital Marketing, Trust, Price, Service Quality, Purchase Decision
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-553-20-002 |
| NIM/NIDN Creators: | 55317120027 |
| Uncontrolled Keywords: | Digital Marketing, Trust, Price, Service Quality, Purchase Decision, Digital Marketing, Trust, Price, Service Quality, Keputusan Pembelian, MTI, Rekayasa Produktivitas dan Kualitas |
| Subjects: | 600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik |
| Divisions: | Pascasarjana > Magister Teknik Industri |
| Depositing User: | MYTHA ALVIANA SARI |
| Date Deposited: | 22 Feb 2022 04:36 |
| Last Modified: | 07 Jul 2022 02:33 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56536 |
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