PENGARUH DIGITAL MARKETING, HARGA DAN EKSPEKTASI PELANGGAN TERHADAP MINAT BELI PRODUK MAKE OVER DI STORE PALEMBANG ICON

Khairunnisa, Alfa (2023) PENGARUH DIGITAL MARKETING, HARGA DAN EKSPEKTASI PELANGGAN TERHADAP MINAT BELI PRODUK MAKE OVER DI STORE PALEMBANG ICON. S-1 thesis, 021008-Universitas Tridinanti Palembang.

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Abstract

ABSTRAK Alfa Khairunnisa, Pengaruh Digital Marketing, Harga dan Ekspektasi Pelanggan Terhadap Minat Beli Produk Make Over di Store Palembang Icon (di bawah bimbingan Bapak Syaiful Sahri, SE.,M.Si dan Bapak Hisbullah Basri, SE.,M.Si). Penelitian ini pada dasarnya membahas tentang apakah ada pengaruh Digital Marketing, Harga dan Ekspektasi Pelanggan Terhadap Minat Beli di Store Palembang Icon. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner secara langsung kepada 100 responden sebagai sampel penelitian. Teknik yang digunakan yaitu analisis regresi linier berganda yang diolah SPSS versi 24. Berdasarkan hasil analisis data yang dilakukan maka dapat disimpulkan bahwa : Digital Marketing, Harga dan Ekspektasi Pelanggan mempunyai pengaruh yang signifikan terhadap Minat Beli secara simultan, sedang untuk hasil Digital Marketing (X1) memiliki pengaruh positif terhadap Minat Beli (Y), Harga (X2) tidak memiliki pengaruh positif terhadap Minat Beli (Y). Ekspektasi Pelanggan (X3) memiliki pengaruh positif terhadap Minat Beli (Y). Berdasarkan hasil analisis dan kesimpulan pada bab pembahasan maka penulis mengajukan saran-saran sebagai berikut: Penelitian ini diharapkan dapat memberikan pemahaman kepada Make Over Store Palembang Icon bahwa pelanggan memutuskan untuk melakukan pembelian produk salah satunya karena Digital Marketing, Harga dan Ekspektasi Pelanggan. Maka hal tersebut harus dipertahankan dan selalu ditingkatkan misalnya dengan selalu memberikan pelayanan yang baik dan mengikuti perkembangan zaman teknologi sekarang ini agar dapat bersaing dengan produk kosmetik lainnya. Kata Kunci : Digital Marketing, Harga, Ekspektasi Pelanggan dan Minat Beli ABSTRACT Alfa Khairunnisa, Effects of Digital Marketing, Price and Customer Expectations on Interest in Buying Make Over Products at the Palembang Icon Store (under the guidance of Mr. Syaiful Sahri, SE., M.Si and Mr. Hizbullah Basri, SE., M.Sc). This research basically discusses whether there is an effect of Digital Marketing, Price and Customer Expectations on Buying Interest at the Palembang Icon Store. The data collection technique was carried out by distributing questionnaires directly to 100 respondents as the research sample. The technique used is multiple linear regression analysis processed by SPSS version 24. Based on the results of the data analysis performed, it can be concluded that: Digital Marketing, Price and Customer Expectations have a significant influence on Purchase Intention simultaneously, while Digital Marketing results (X1) have a positive influence on Purchase Intention (Y), Price (X2) does not have a positive effect on Purchase Intention (Y). Customer Expectations (X3) has a positive influence on Purchase Intention (Y). Based on the results of the analysis and conclusions in the discussion chapter, the authors make the following suggestions: This research is expected to provide an understanding to Make Over Store Palembang Icon that customers decide to buy products one of them because of Digital Marketing, Prices and Customer Expectations. So this must be maintained and always improved, for example by always providing good service and keeping abreast of current technological developments in order to compete with other cosmetic products. Keywords: Digital Marketing, Price, Customer Expectations and Purchase Intention

Item Type:	Thesis (S-1)
Subjects:	H Social Sciences > HC Economic History and Conditions
Depositing User:	NY Alfa Khairunnisa
Date Deposited:	17 Apr 2023 05:05
Last Modified:	17 Apr 2023 05:05
URI:	http://repository.univ-tridinanti.ac.id/id/eprint/6589

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