WIJAYA, HENDRA (2021) PENGARUH BRAND IMAGE DAN DIGITAL MARKETING TERHADAP REVISIT INTENTION DENGAN VISIT DECISION PADA PAMERAN RHVAC ONLINE SEBAGAI VARIABEL INTERVENING (Studi pada PT. Pelita Promo Internusa). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of Brand Image and Digital Marketing on Revisit Intention with Visit Decision at the RHVAC Online exhibition as an intervening variable organized by PT. Internusa Promo Pelita. The subjects of this study were the visitors (Visitors) of the RHVAC Online exhibition using purposive sampling technique as many as 91 respondents and supported by primary data collection techniques. The method used in this research is PLS (Partial Least Square) version 3.3. The results of this study indicate that Brand Image has a positive and significant effect on Visit Decisions, Brand Image has a positive and significant impact on Revisit Intention, Digital Marketing has a positive and significant impact on Visit Decisions, Digital Marketing has a positive and significant impact on Revisit Intention and Visit Decisions have a positive effect and significant to the Revisit Intention Keywords: Brand Image, Digital Marketing, Visit Decision and Revisit Intention Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image dan Digital Marketing terhadap Revisit Intention dengan Visit Decision pada pameran RHVAC Online sebagai variabel intervening yang diselenggarakan oleh PT. Pelita Promo Internusa. Subyek penelitian ini adalah para pengunjung (Visitor) pameran RHVAC Online dengan menggunakan teknik purposive sampling sebanyak 91 responden dan didukung dengan teknik pengumpulan data primer. Metode yang digunakan dalam penelitian ini adalah PLS (Partial Least Square) versi 3.3. Hasil penelitian ini menunjukan bahwa Brand Image berpengaruh positif dan signifikan terhadap Visit Decision pengunjung, Brand Image berpengaruh positif dan signifikan terhadap Revisit Intention, Digital Marketing berpangaruh positif dan signifikan terhadap Visit Decision, Digital Marketing berpangaruh positif dan signifikan terhadap Revisit Intention dan Visit Decision berpengaruh positif dan signifikan terhadap Revisit Intention Kata kunci : Brand Image, Digital Marketing, Visit Decision dan Revisit Intention
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117110215 |
| Uncontrolled Keywords: | Brand Image, Digital Marketing, Visit Decision dan Revisit Intention |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 11 Jul 2023 06:54 |
| Last Modified: | 11 Jul 2023 06:54 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78979 |
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