| dc.contributor.author | Yuhono, Michelle | |
| dc.date.accessioned | 2025-02-10T04:09:56Z | |
| dc.date.available | 2025-02-10T04:09:56Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/7861 | |
| dc.description | This study examined the effect of digital marketing on intention and decision to buy in generation Z at Chamas Brazilian Churrascaria Vasa Hotel Surabaya. Digital marketing in this study acts as an independent variable consisting of paid media (X1), earned media (X2), shared media (X3), and owned media (X4) (PESO Model). The variable intention to buy (Y1) in this study acts as a mediating variable and decision to buy as the dependent variable. This study used a quantitative method by distributing questionnaires to 150 generation Z in Surabaya who know Chamas Brazilian Churrascaria through the instagram accoun t @chamaschurrascaria or @vasahotelsurabaya. The data analysis techniques used in this study is Structural Equation Modeling - Partial Least Square (SEM - PLS) by second order. Based on the test results through SmartPLS, it was found that digital marketing ( PESO Model) has a significant positive effect on intention to buy and also decision to buy. In addition, intention to buy also has a significant positive influence on decision to buy. Based on the results of the mediation test, it was found that intention to buy can partially mediate between digital marketing (PESO Model) and decision to buy | en_US |
| dc.description.abstract | Penelitian ini dibuat dengan tujuan untuk mengetahui pengaruh dari digital marketing terhadap intention dan decision to buy pada generasi Z di Chamas Brazil ian Churrascaria Vasa Hotel Surabaya. Digital marketing dalam penelitian ini berperan sebagai variabel bebas yang terdiri dari paid media (X1) , earned media (X2) , shared media (X3) , dan owned media (X4) (PESO Model). Variabel intention to buy (Y1) dalam penelitian ini berperan sebagai variabel mediasi dan decision to buy sebagai variabel terikat. Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner kepada 150 generasi Z di Surabaya yang mengenal Chamas Brazilian Churrasca ria melalui akun instagram @chamaschurrascaria atau @vasahotelsurabaya. Teknik analisis data yang digunakan yaitu Structural Equation Modeling - Partial Least Square (SEM - PLS) dengan cara second order. Berdasarkan hasil pengujian melalui SmartPLS, didapatk an hasil bahwa digital marketing (PESO Model) berpengaruh signifikan positif terhadap intention to buy dan juga decision to buy . Selain itu, intention to buy juga memberikan pengaruh signifikan positif terhadap decision to buy . Berdasarkan hasil pada uji m ediasi, ditemukan bahwa intention to buy dapat memediasi secara parsial antara digital marketing (PESO Model) dan decision to buy | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | Digital Marketing | en_US |
| dc.subject | Paid Media | en_US |
| dc.subject | Earned Media | en_US |
| dc.subject | Shared Media | en_US |
| dc.subject | Owned Media | en_US |
| dc.subject | Intention to Buy | en_US |
| dc.subject | Decision to Buy | en_US |
| dc.title | PENGARUH DIGITAL MARKETING TERHADAP INTENTION DAN DECISION TO BUY PADA GENERASI Z DI CHAMAS BRAZILIAN CHURRASCARIA VASA HOTEL SURABAYA | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 6756530 | |
| dc.identifier.kodeprodi | 93202 | |
| dc.identifier.nim | 0406011810026 | |
| dc.identifier.dosenpembimbing | Agustinus Nugroho | |
