Pengaruh Digital Marketing dan Kesadaran Merek terhadap Keputusan Pembelian Produk Hand Sanitizer Merek Antis pada Masa Pandemi di Surabaya (The Influence of Digital Marketing and Brand Awareness on Purchase Decisions for Antis Brand Hand Sanitizer Products during the Pandemic Period in Surabaya)

Novebriati, Nanda Ayu Lutfi (2022) Pengaruh Digital Marketing dan Kesadaran Merek terhadap Keputusan Pembelian Produk Hand Sanitizer Merek Antis pada Masa Pandemi di Surabaya (The Influence of Digital Marketing and Brand Awareness on Purchase Decisions for Antis Brand Hand Sanitizer Products during the Pandemic Period in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Currently, hand sanitizer is a product that must always be available at any time. Antis has a big name in the world of health, especially in this pandemic era. This makes Antis many names, but the brand that is the target of consumer purchases. To overcome the competition, Antis must pay attention to the factors to get and keep its customers. This type of research is an explanatory survey method. With a research design that uses a quantitative approach. using a non-random sampling method (non-probability sampling) using a purposive sampling technique. The measurement scale in this study uses the Linkert scale. This study is to examine the effect of X1 (Digital Marketing), X2 (Brand Awareness) on Y (Purchase Decision). the coefficient of determination (R2) obtained is 0.634. The results of the t-test > t-table (4.558 > 1.660) with a significant level (0.000 < 0.050). The results of the t-test t-count t-table (8.147 > 1.660) with a significant level (0.000 < 0.050). The calculated F value is 83932 > F table and the significant level is 0.000. Based on the results of research on the influence of digital marketing and brand awareness on purchasing decisions for Antis brand hand sanitizer products during the pandemic in Surabaya. Keywords: Digital Marketing, Brand Awareness, Purchase Decision, Hand Sanitizer

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Digital Marketing, Kesadaran Merek, Keputusan Pembelian, Hand Sanitizer
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User:	1121800042 Nanda Ayu Lutfi Novebrianti
Date Deposited:	07 Nov 2022 02:38
Last Modified:	07 Nov 2022 02:38
URI:	http://repository.untag-sby.ac.id/id/eprint/16596

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