PENGARUH DIGITAL MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN Di Casa Del Café

SANTOSO, DIONISIUS ANDREW MARIO (2023) PENGARUH DIGITAL MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN Di Casa Del Café. Other thesis, Universitas Katholik Soegijapranata Semarang.

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Abstract

Penelitian ini dilakukan di Casa Del Café yang beralamat di Jalan Sidodadi Timur No 28. Penelitian ini bertujuan untuk mengetahui dan meneliti pengaruh Digital Marketing dan Brand Awareness secara parsial (sendiri-sendiri) dan simultan (bersama) terhadap keputusan pembelian pada Casa Del Café. Penelitian ini menggunakan 97 responden sebagai sampel penelitian dan teknik pengambilan sampel menggunakan metode purposive sampling. Metode analisis data yang digunakan adalah metode analisis kuantitatif yaitu meliputi analisis regresi linear berganda, uji t, uji F dan koefisien determinasi (R2). Hasil dari penelitian menunjukan bahwa Digital Marketing dan Brand Awareness berpengaruh terhadap Keputusan pembelian di casa del café.

Item Type: Thesis (Other)
Subjects: 600 Technology (Applied sciences) > 650 Management > 659 Advertising and public relations > Brands
Divisions: Faculty of Economics and Business > Department of Management
Depositing User: mr AM. Pudja Adjie Sudoso
Date Deposited: 08 Dec 2023 01:54
Last Modified: 08 Dec 2023 01:54
URI: http://repository.unika.ac.id/id/eprint/33825

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