Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/21867
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dc.contributor.advisorSyahputri, Yuni-
dc.contributor.authorSitumeang, M. Viergi Tianharya-
dc.date.accessioned2023-11-08T08:38:00Z-
dc.date.available2023-11-08T08:38:00Z-
dc.date.issued2023-08-21-
dc.identifier.urihttps://repositori.uma.ac.id/handle/123456789/21867-
dc.description83 Halamanen_US
dc.description.abstractTujuan dari penelitian ini adalah untuk menilai dan meneliti dampak Digital Marketing dan harga kompetitif terhadap keputusan berlangganan di Indihome Kampung Lalang Deli Serdang. Metodologi penelitian yang digunakan adalah penelitian eksplorasi, di mana variabel diukur melalui penggunaan skala Likert. Metode pengumpulan data meliputi wawancara, pemberian kuesioner, dan dokumentasi. Populasi penelitian terdiri dari 1176 individu yang merupakan konsumen Indihome Kampung Lalang menggunakan teknik sampling jenuh yang biasa disebut dengan sensus. Ukuran sampel dalam penelitian ini terbatas, hanya terdiri dari 92 orang. Peneliti menggunakan perangkat lunak SPSS versi 23 untuk mengolah data, menggunakan analisis deskriptif dan pengujian hipotesis melalui analisis regresi ganda. Temuan penelitian menunjukkan bahwa variabel digital marketing berpengaruh secara parsial terhadap keputusan berlangganan Indihome Kampung Lalang Deli Serdang. Selain itu, variabel harga kompetitif juga memiliki pengaruh parsial terhadap keputusan berlangganan. Selanjutnya terdapat pengaruh positif dan signifikan antara pemasaran digital dan harga bersaing terhadap keputusan berlangganan di Indihome Kampung Lalang Deli Serdang jika ditinjau secara secara simultan. The purpose of this research is to assess and examine the impact of digital marketing and competitive prices on subscription decisions at Indihome Kampung Lalang Deli Serdang. The research methodology used is exploratory research, in which variables are measured through the use of a Likert scale. Data collection methods include interviews, questionnaires, and documentation. The study population consisted of 1176 individuals who were Indihome Kampung Lalang consumers using a saturated sampling technique commonly known as a census. The sample size in this study was limited, consisting of only 92 people. Researchers used SPSS version 23 software to process data, using descriptive analysis and hypothesis testing through multiple regression analysis. The research findings show that digital marketing variables partially influence the decision to subscribe to Indihome Kampung Lalang Deli Serdang. In addition, the competitive price variable also has a partial effect on subscription decisions. Furthermore, there is a positive and significant influence between digital marketing and competitive prices on subscription decisions at Indihome Kampung Lalang Deli Serdang when reviewed simultaneously.en_US
dc.language.isoiden_US
dc.publisherUniversitas Medan Areaen_US
dc.relation.ispartofseriesNPM;178320369-
dc.subjectDigital Marketingen_US
dc.subjectHarga Kompetitifen_US
dc.subjectKeputusan Berlanggananen_US
dc.subjectSubscription Decisionsen_US
dc.titlePengaruh Digital Marketing Dan Harga Kompetitif Terhadap Keputusan Berlangganan Pada Indihome Kampung Lalang Deli Serdangen_US
dc.title.alternativeThe Influence of Digital Marketing and Competitive Prices on Subscription Decisions to Indihome Lalang Village, Deli Serdangen_US
dc.typeThesisen_US
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