Firmansyah, Novan (2024) Pengaruh Digital Marketing dan Kualitas Produk Terhadap Keputusan Pembelian di Toko Dapit Pusat Burung sidoarjo. (The Influence of Digital Marketing and Product Quality on Purchase Decisions at the Dapit Shop at Sidoarjo Bird Center). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
In the face of increasingly intense competition in the bird shop industry, effective marketing strategies and high quality products are needed to win the hearts of consumers. One approach that can be taken is through optimal implementation of digital marketing and improving the quality of the products offered. With a good marketing strategy, stores can reach more potential consumers, while superior product quality will increase customer satisfaction and loyalty. This research aims to analyze the influence of digital marketing and product quality on purchasing decisions at the Dapit Center Bird Shop in Sidoarjo. The research method used was quantitative with a survey approach, using an e-questionnaire via Google Form which was distributed to 100 respondents who were Toko Dapit consumers. The collected data was analyzed using multiple linear regression analysis to identify the relationship between these variables. The research results show that digital marketing and product quality have a significant positive influence on purchasing decisions. These findings indicate that improvements in digital marketing strategies and product quality can significantly improve consumer purchasing decisions at Toko Dapit. The implications of this research show the importance of continuous innovation in digital marketing strategies and improving product quality to maintain competitiveness and customer satisfaction. This research makes an important contribution to the digital marketing and product quality literature, as well as providing practical guidance for other bird shops in developing effective marketing strategies.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Digital Marketing, Product Quality, Purchasing Decisio |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000111 Novan firmansyah |
| Date Deposited: | 15 Oct 2024 03:58 |
| Last Modified: | 15 Oct 2024 03:58 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/33002 |
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