PENGARUH PEMASARAN DIGITAL, RELIGIOSITAS DAN KEPERCAYAAN TERHADAP MINAT BELI PADA KONSUMEN DAPUR UKHTI SAAT PANDEMI COVID-19

ROZIE, DYAN FAHRUR (2022) PENGARUH PEMASARAN DIGITAL, RELIGIOSITAS DAN KEPERCAYAAN TERHADAP MINAT BELI PADA KONSUMEN DAPUR UKHTI SAAT PANDEMI COVID-19. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine the influence of digital marketing, religiosity and trust on buying interest in Ukhti kitchen consumers during the covid-19 pandemic. The population in this study are people who live in Jakarta, Tangerang City, Kab. Tangerang and South Tangerang. Sampling using convenience sampling technique obtained as many as 120 respondents. Data analysis method using SEM Partial Least Square. This study proves that digital marketing has a positive and significant effect on buying interest, religiosity has a positive and significant effect on buying interest, and trust has a positive and significant effect on buying interest. Keywords: Digital Marketing, Religiosity, Trust, Buying Interest. Penelitian ini bertujuan untuk menguji pengaruh pemasaran digital, religiositas dan kepercayaan terhadap minat beli pada konsumen Dapur Ukhti saat pandemi covid-19. Populasi dalam penelitian ini adalah masyarakat yang berdomisili di Jakarta, Kota Tangerang, Kab. Tangerang dan Tangerang Selatan. Pengambilan sampel menggunakan teknik convenience sampling yang didapat sebanyak 120 responden. Metode analisis data menggunakan SEM Partial Least Square. Penelitian ini membuktikan bahwa pemasaran digital berpengaruh positif dan signifikan terhadap minat beli, religiositas berpengaruh positif dan signifikan terhadap minat beli, dan kepercayaan berpengaruh positif dan signifikan terhadap minat beli. Kata Kunci : Pemasaran Digital, Religiositas, Kepercayaan, Minat Beli.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 432
Call Number:	SE/31/23/051
NIM/NIDN Creators:	43116110322
Uncontrolled Keywords:	Pemasaran Digital, Religiositas, Kepercayaan, 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	04 Feb 2023 04:05
Last Modified:	04 Feb 2023 04:05
URI:	http://repository.mercubuana.ac.id/id/eprint/73931

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