Pangastuti, Hayu (2022) Pengaruh Design Produk dan Digital Marketing terhadap Keputusan Pembelian Album Fisik Musik K-Pop di Surabaya (The Influence of Product Design and Digital Marketing on the Purchase Decision of K-Pop Music Physical Albums in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to determine the Influence of Product Design and Digital Marketing on Purchasing Decisions. The method used in this study is a causal associative method usinga quantitative approach. The number of samples in this study was 97 obtained through calculations with the Cochran formula and samples were taken from K-Pop fans in Surabaya who had purchased a physical album of K- Pop music at least once, the samplingtechnique used was purposive sampling. The method of data collection is to use questionnaires. Test the instrument using Validity and Reliability. The data analysis techniques used are multiple linear regression, The classical assumption tests used include: Normality Test, Heteroskedasticity Test, Multicollinearity Test. Meanwhile, hypothesistesting usest Test and R² Test. From the results of Test F, it shows that ProductDesign (X1), and Digital Marketing (X2), both influence the decision to purchase physical albums of K-Pop music. Meanwhile, the results of the t Test show that product design (X1) affects the purchase decision of the physical album of K-Pop music, Digital Marketing (X2) affects the decision to purchase the physical album of K-Pop music. Digital Marketing(X2)affects the decision to purchase physical albums of K-Pop music. This can be seen from the results of the t Test in the previous chapter where X1,X2, at the calculated t value is greater than the t table which produces the numbers 3.864>1.985 for X1, 3.930 > 1.985 for X2. Keywords : product design, digital marketing, Purchasing Decisions
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Desain produk, Digital Marketing, Keputusan Pembelian |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1211800166 Hayu Pangastuti |
| Date Deposited: | 26 Sep 2022 03:45 |
| Last Modified: | 26 Sep 2022 03:45 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/18756 |
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