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https://repositori.uma.ac.id/handle/123456789/21576
Title: | Pengaruh Viral Marketing dan Brand Awareness terhadap Keputusan Pembelian pada Pelanggan Dimsum Citra Medan |
Other Titles: | The Influence of Viral Marketing and Brand Awareness on Purchasing Decisions of Dimsum Citra Medan Customers |
Authors: | Ramadinah |
metadata.dc.contributor.advisor: | Lestari, Indawati Amelia, Wan Rizca |
Keywords: | viral marketing;brand awareness;keputusan pembelian;purchasing decisions |
Issue Date: | 14-Aug-2023 |
Publisher: | Universitas Medan Area |
Series/Report no.: | NPM;188320329 |
Abstract: | Penelitian ini bertujuan untuk mengetahui pengaruh Viral Marketing dan Brand Awareness terhadap Keputusan Pembelian Dimsum Citra Medan. Populasi pada penelitian ini adalah pelanggan yang berkunjung di Dimsum Citra Medan pada ( maret 2022- juli 2022 ) yaitu berjumlah 3.990. Pemilihan sampel pada penelitian ini berdasarkan hitungan yang dikemukakan oleh slovin sehingga sampel yang diperoleh berjumlah 98 responden . pengolahan data dilakukan dengan alat bantu program spss statistic 26. Teknik analisis data yang digunakan adalah statistik deskriptif. Uji validitas, uji reliabilitas, uji asumsi klasik , uji regresi linear berganda, uji hipotesis,dan koefisien determinasi. Hasil penelitian menunjukkan bahwa Viral Marketing berpengaruh positif dan tidak signifikan terhadap keputusan pembelian pada pelanggan. Brand Awareness berpengaruh positif dan signifikan terhadap keputusan pembelian pada pelanggan. This research aims to determine the influence of Viral Marketing and Brand Awareness on the Purchasing Decision of Medan Citra Dimsum. The populasi in this study was customers who visited Dimsum Citra Medan on (March 2022-July 2022) which amounted to 3,990. The selection of samples in this research was based on the count put forward by slovin so that the sample obtained amounted to 98 respondents. Data processing is carried out with the SPSS Statistical 26 program tool. The data analysis technique used is descriptive statistics. Validity test, reliability test, classical assumption test, multiple linear regression test, hypothesis test, and coefficient of determination. The results showed that Viral Marketing has a positive and unsignificant effect on purchasing decisionsfor customers and Brand Awareness has a positive and significant effect on purchasing decisions for customers. |
Description: | 78 Halaman |
URI: | https://repositori.uma.ac.id/handle/123456789/21576 |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
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188320329 - Ramadinah - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 1.75 MB | Adobe PDF | View/Open |
188320329 - Ramadinah - Chapter IV.pdf Restricted Access | Chapter IV | 449.04 kB | Adobe PDF | View/Open Request a copy |
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