Anggreani, Nova Natalia Fitri (2023) Pengaruh Digital Marketing dan Bundle Pricing Terhadap Minat Beli Mcdonald's pada Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas 17 Agustus 1945 Surabaya. (The Influence of Digital Marketing and Bundle Pricing on Interest in Buying Mcdonald's among Students of the Faculty of Social and Political Sciences, University of 17 August 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Currently, the advancement of digital technology takes place very quickly. Technology becomes a tool that helps in meeting most of the human needs. These developments have had a significant impact on the marketing industry. Therefore, entrepreneurs must identify appropriate promotional strategies for their companies with the aim of using technological advances to increase consumer buying interest. For example, it can be done by Digital Marketing and Bundle Pricing. This study was conducted to determine and analyze whether Digital Marketing and Bundle Pricing have a positive and significant effect on McDonald's Buying Interest both simultaneously and partially. The sample in this study was students of the Faculty of Political and Social Sciences, University of August 17, 1945 Surabaya, a sample of 100 respondents. The technique used is the NonProbability Sampling Technique, using the type of Quota Sampling with the Lemeshow formula. Data collection through the distribution of questionnaires online, namely through G-Form. The data analysis method uses multiple regression analysis with SPSS software version 26 for data processing. Through this study, it can be concluded that the variables Digital Marketing and Bundle Pricing affect McDonald's Buying Interest in Students of the Faculty of Political Science and Social Sciences both partially and simultaneously. McDonald's is advised to maximize Digital Marketing by updating existing advertisements on the Website and following trends. In Bundle Pricing, McDonald's needs to review pricing and more items in bundles. Keywords : Digital Marketing, Bundle Pricing, Buying Interest
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Digital Marketing, Bundle Pricing, Buying Interest |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1121900050 Nova Natalia Fitri Anggreani |
| Date Deposited: | 19 Sep 2023 03:18 |
| Last Modified: | 19 Sep 2023 03:18 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/23828 |
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