PENGARUH DIGITAL MARKETING DAN PENGGUNAAN DIGITAL PAYMENT TERHADAP KEPUTUSAN PEMBELIAN KOPI ESPRESSO BASED

MUHAMMAD FAQIH ARRIZIK, . (2024) PENGARUH DIGITAL MARKETING DAN PENGGUNAAN DIGITAL PAYMENT TERHADAP KEPUTUSAN PEMBELIAN KOPI ESPRESSO BASED. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilakukan di wilayah DKI Jakarta dan berfokus pada pengaruh digital marketing dan penggunaan digital payment terhadap keputusan konsumen untuk membeli kopi espresso di Kopi Tuku. Generasi Z pelanggan Kopi Tuku di Jakarta, yang berusia antara 17 dan 27 tahun, digunakan sebagai populasi penelitian kuantitatif. Skala likert digunakan untuk mengukur populasi. Penelitian ini menggunakan purposive sampling dengan 264 responden. Metode analisis penelitian menggunakan Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa digital marketing dan penggunaan digital payment secara signifikan memengaruhi keputusan pembelian. Kata kunci: Digital marketing, Digital payment, Keputusan pembelian, Kopi, Generasi Z, DKI Jakarta ***** This quantitative research was conducted in the DKI Jakarta area and focuses on how digital marketing and the use of digital payments influence customers' decisions to buy espresso coffee at Kopi Tuku. The population of this research is Generation Z customers of Kopi Tuku in Jakarta, aged between 17 and 27 years. To measure the population, a Likert scale is used. This study used a purposive sampling method with 264 subjects surveyed. The research analysis method is the Structural Equation Model (SEM). The research results show that the use of digital marketing and digital payments significantly influences consumers' decisions to buy something. Keywords: Digital marketing, Digital payment, Purchasing decisions, Coffee, Generation Z, DKI Jakarta

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Suparno, S.Pd, M.Pd ; 2). Dr. Ayatulloh Michael Musyaffi, SE.,Ak.,M.Ak
Subjects:	Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 24237 not found.
Date Deposited:	03 Aug 2024 12:32
Last Modified:	03 Aug 2024 12:32
URI:	http://repository.unj.ac.id/id/eprint/48102

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