Pengaruh Viral Marketing, Price Consciousness, dan Kualitas Produk terhadap Keputusan Pembelian pada Marketplace di Indonesia (Studi Kasus pada Mahasiswa di Yogyakarta)

Butarbutar, Reza Maylina (2020) Pengaruh Viral Marketing, Price Consciousness, dan Kualitas Produk terhadap Keputusan Pembelian pada Marketplace di Indonesia (Studi Kasus pada Mahasiswa di Yogyakarta). Ringkasan Skripsi thesis, STIE YKPN.

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Abstract

The development of information and technological advances is very rapid including developing countries such as Indonesia, causing the company to be thorough in paying attention to consumer needs and utilizing technology. The objective of this study is to examine and investigate the effect of viral marketing, price consciousness, and product quality on purchase decisions at marketplaces in Indonesia. The population in this study are the students of Yogyakarta who have made purchases transaction at the marketplace in Indonesia. The sampling technique used purposive sampling technique. Data was distributing questionnaires by google form to 145 respondents. Analysis of the data used is multiple linier regression analysis. The results showed that: 1) viral marketing had a significant positive effect on purchasing decision at marketplace in Indonesia, 2) price consciousness had a significant positive effect on purchasing decision at marketplace in Indonesia, 3) product quality had a significant positive effect on purchasing decision at marketplace in Indonesia.

Item Type: Thesis (Ringkasan Skripsi)
Additional Information: Skripsi dapat dibaca di Perpustakaan dengan call number BUT p 6754/2020
Uncontrolled Keywords: viral marketing, price consciousness, product quality, purchase decision
Subjects: MANAJEMEN > Kewirausahaan
MANAJEMEN > Pemasaran dan Periklanan
Divisions: Program Sarjana > Ringkasan Skripsi Manajemen
Depositing User: Pustakawan STIE YKPN
Date Deposited: 19 May 2021 04:03
Last Modified: 19 May 2021 04:03
URI: http://repository.stieykpn.ac.id/id/eprint/1145

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