Putro, Dimas Cahyono (2022) Analysis of the Influence of Digital Marketing, Product Quality and Brand Image Towards Online Purchase Decisionsfor Ayysee Muslim Fashion Brand in Surabaya City. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to determine and analyze the influence of Digital Marketing, Product Quality, and Brand Image on the Online Purchase Decision of Ayysee Muslim Fashion Brand in Surabaya City. This study uses a type of quantitative method. This study uses primary data where the method of collection is using a questionnaire. The population in this study were the customers of the Ayysee Muslimfashion store. This research was conducted by distributing questionnaires to 100 respondents. The data instrument test used in thisresearch isthe validity test, the reliability test. Technical analysis in this study is multiple linear regression analysis, coefficient of determination (r2) and hypothesistesting using t-test, and f-test. The results of this study obtained from multiple linear regression analysis are Y = 3.327 + 0.218 X1 + -0.091 X2 + 0.647 X3 + e. The t-test shows a significance probability <0.05, where the variables of Service Quality (X1), Price (X2) and Location (X3) together have a significant effect on online purchasing decisions for Muslim fashion brands in Surabaya on Ayysee ( Y). The conclusions in thisstudy are the independent variables Digital Marketing (X1), and Brand Image (X3) have a significant effect on the dependent variable purchasing decisions online Muslim fashion brands in Surabaya on Ayysee (Y), while the independent variable product quality (X2) has no significant effect on online purchase decision of the Muslim fashion brand Ayysee in the city of Surabaya (Y) . So that the hypothesis in this study is accepted. Keywords: Digital Marketing, Product Quality, Brand Image And Purchase Decision
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Digital Marketing, Kualitas Produk, Brand Image Dan Keputusan Pembelian |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 121100037 Dimas Cahyono putro |
| Date Deposited: | 26 Sep 2022 03:24 |
| Last Modified: | 26 Sep 2022 03:24 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/18545 |
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