PENGARUH DIGITAL MARKETING, KEMASAN DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA HOLLAND BAKERY

SAFAAT, MUKLAS (2022) PENGARUH DIGITAL MARKETING, KEMASAN DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA HOLLAND BAKERY. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this writing is to determine the effect of Digita Marketing, Packaging, and Product Variations on Consumer Purchase Decisions at Holland Bakery. This research was conducted using a causal approach which means a causal relationship. The sampling technique used in this research is purposive sampling. The analysis was carried out using descriptive statistical analysis and multiple linear regression analysis with the help of SPSS 26 software. The results of this study indicate that Digital Marketing and Packaging has a positive and insignificant effect, while Product Variation has a positive and significant effect on the purchasing decisions of Holland Bakery consumers. Keywords: Digital Marketing, Packaging, Product Variation and Purchase Decision Tujuan Penulisan ini yaitu untuk mengetahui pengaruh Digital Marketing, Kemasan, dan Variasi Produk terhadap Keputusan Pembelian Konsumen pada Holland Bakery. Penelitian ini dilakukan dengan menggunakan pendekatan kausal yang berarti hubungan yang bersifat sebab akibat. Teknik sampel yang digunakan dalam penelitian ini yaitu Purposive Sampling. Analisis dilakukan dengan analisis statistik deskriptif dan analisis regresi linier berganda dengan bantuan software SPSS 26. Hasil Penelitian ini menunjukkan bahwa Digital Marketing dan Kemasan berpengaruh positif dan tidak signifikan, sedangkan Variasi Produk berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen Holland Bakery. Kata kunci : Digital Marketing, Kemasan, Variasi Produk dan Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 033
NIM/NIDN Creators: 43118010268
Uncontrolled Keywords: Digital Marketing, Kemasan, Variasi Produk dan Keputusan Pembelian.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 07 Jul 2022 07:52
Last Modified: 07 Jul 2022 07:52
URI: http://repository.mercubuana.ac.id/id/eprint/64739

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