PENGARUH KUALITAS PRODUK, NILAI PELANGGAN, PEMASARAN DIGITAL TERHADAP MINAT BELI PRODUK SOFTWARE VEEAM DATA PROTECTION

KURNIAWAN, KINANTA OFELIA (2022) PENGARUH KUALITAS PRODUK, NILAI PELANGGAN, PEMASARAN DIGITAL TERHADAP MINAT BELI PRODUK SOFTWARE VEEAM DATA PROTECTION. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze and explain the effect of Product Quality, Customer Value, Digital Marketing on Purchase Intention Produk Software Veeam Data Protection. The type of research used in this research is quantitative and the research method used is the method of causal analysis. The sample used is 200 respondents. The sampling method used purposive sampling. The data analysis method used Partial Least Square (PLS) with the analytical technique used was descriptive. The results of this study indicate that Product Quality has a positive but not significant effect on purchase intentions, Customer Value has a positive and significant effect on purchase intentions, Digital Marketing has a positive and significant effect on purchase intentions. Keywords: Product Quality, Customer Value, Digital Marketing and Purchase Intention. Pengaruh Kualitas Produk, Nilai Pelanggan, Pemasaran Digital terhadap Minat Beli Produk Software Veeam Data Protection. Jenis penelitian yang digunakan dalam penelitian ini adalah kuantitatif dan metode penelitian yang digunakan adalah metode analisis kausal. Sampel yang digunakan adalah sebanyak 200 responden. Metode pengambilan sampel menggunakan purposive sampling. Metode analisis data menggunakan Partial Least Square (PLS) dengan Teknik analisis yang digunakan adalah deskriptif. Hasil penelitian membuktikan bahwa Kualitas Produk berpengaruh positif tetapi tidak signifikan terhadap minat beli, Nilai pelanggan berpengaruh positif dan signifikan terhadap minat beli, pemasaran digital berpengaruh positif dan signifikan terhadap minat beli. Kata kunci: Kualitas Produk, Nilai Pelanggan, Pemasaran Digital dan Minat Beli.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 407
Call Number:	SE/31/23/056
NIM/NIDN Creators:	43118110207
Uncontrolled Keywords:	Kualitas Produk, Nilai Pelanggan, Pemasaran Digital dan Minat Beli.
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	25 Jan 2023 08:05
Last Modified:	25 Jan 2023 08:05
URI:	http://repository.mercubuana.ac.id/id/eprint/73720

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