PENGARUH DIGITAL MARKETING , CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP MINAT BELI ULANG PESAN ANTAR MAKANAN GOFOOD

UTAMI, ANGGITA MEGA (2023) PENGARUH DIGITAL MARKETING , CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP MINAT BELI ULANG PESAN ANTAR MAKANAN GOFOOD. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of Digital marketing, brand image and service quality on the interest in repurchase gofood delivery. The population in this study was 165 respondents using a quantitative descriptive approach. The determination of the sample size uses the purposive sampling sample technique, which is a sampling technique that uses the criteria that have been selected by the researcher in selecting the sample. The approach used in this study is the Structural Equation Model (SEM) with SmartPLS analysis tools. Therefore, the results of this study state that the Digital Marketing is positiv and insignificant to repurchase interest, Brand Image has a positive and significant effect on repurchase interest and Service Quality has a positive and significant effect on repurchase interest in gofood food delivery. Keywords: Digital Marketing, Brand Image, Quality of service, Repurchase interest Penelitian ini bertujuan untuk menganilisis pengaruh Digital marketing,citra merek dan kualitas pelayanan terhadap minat beli ulang pesan antar makana gofood. Populasi dalam penelitian ini adalah 165 responden dengan menggunakan pendekatan deskriptif kuantitatif. Penentuan ukuran sampel menggunakan teknik sampel purposive sampling, yaitu teknik sampling yang menggunakan kriteria yang telah dipilih oleh peneliti dalam memilih sampel. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis SmartPLS. Oleh karena itu hasil penelitian ini menyatakan bahwa variabel Digital Marketing positif dan tidak signifikan terhadap minat beli ulang, Citra Merek berpengaruh positif dan signifikan terhadap minat beli ulang dan Kualitas Pelayanan berpengaruh positif dan signifikan terhadap minat beli ulang pada pesan antar makanan gofood. Kata kunci : Digital Marketing , Citra Merek , Kualitas pelayanan, Minat beli ulang

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 378
Call Number: SE/31/23/364
NIM/NIDN Creators: 43119010075
Uncontrolled Keywords: Digital Marketing , Citra Merek , Kualitas pelayanan, Minat beli ulang
Subjects: 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 641 Food and Drink/Makanan dan Minuman > 641.3 Food/Makanan
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 > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 14 Nov 2023 07:47
Last Modified: 14 Nov 2023 07:47
URI: http://repository.mercubuana.ac.id/id/eprint/83107

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