| dc.contributor.author | Ilmi, Sayyidah Hafidhatul | |
| dc.date.accessioned | 2026-03-01T05:06:41Z | |
| dc.date.available | 2026-03-01T05:06:41Z | |
| dc.date.issued | 2022-02-02 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/9228 | |
| dc.description | Factors forming purchasing decisions are important for companies to analyze in order to be sustainable in the midst of rapid technological developments. The rapid development of technology followed by the development of e-commerce in Indonesia has resulted in increasingly fierce competition between competitors. This study aims to analyze and examine the impact of digital marketing on brand trust and brand image that influence purchasing decisions in Mirrorplus.id. The data collection used in this research is a survey method using online questionnaires to Mirrorplus.id consumers. The sampling technique used was purposive sampling method with several criteria and with a total of 139 respondents. The data analysis technique used SEM-PLS with the help of SmartPLS 3.2.9. The results of the study yield several conclusions, namely digital marketing has a significant and positive effect on brand image and brand trust, brand image does not have a significant but positive effect on purchasing decisions, and brand trust has a significant and positive effect on purchasing decisions. | en_US |
| dc.description.abstract | Faktor pembentuk keputusan pembelian merupakan hal yang penting dianalisa bagi perusahaan agar bisa sustain di tengah cepatnya perkembangan teknologi. Perkembangan teknologi yang sangat cepat diikuti dengan perkembangan e-commece di Indonesia mengakibatkan semakin ketatnya persaingan antar kompetitor. Penelitian ini bertujuan untuk menganalisa dan menguji dampak digital marketing terhadap brand trust dan brang image yang mempengaruhi keputusan pembelian pada bisnis keluarga Mirrorplus.id. Pengumpulan data yang digunakan dalam penelitian menggunakan metode survey menggunakan penyebaran kuisoner online kepada konsumen Mirrorplus.id. Teknik pengambilan sampel yang digunakan menggunakan metode purposive sampling dengan beberapa kriteria dan dengan jumlah 139 responden. Teknik analisis data menggunakan SEM-PLS dengan bantuan SmartPLS 3.2.9. Hasil penelitian menghasilkan beberapa kesimpulan yaitu digital marketing berpengaruh signifikan dan positif terhadap brand image dan brand trust, brand image tidak berpengaruh signifikan tetapi berpengaruh positif terhadap keputusan pembelian, dan brand trust berpengaruh signifikan dan positif terhadap keputusan pembelian. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | Digital marketing | en_US |
| dc.subject | keputusan pembelian | en_US |
| dc.subject | brand trust | en_US |
| dc.subject | brand image | en_US |
| dc.subject | purchasing decisions | en_US |
| dc.title | Dampak Digital Marketing terhadap Brand Image dan Brand Trust yang Mempengaruhi Keputusan Pembelian | en_US |
| dc.title.alternative | The Impact of Digital Marketing on Brand Image and Brand Trust That Influence Purchase Decisions | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 61101 | |
| dc.identifier.dosenpembimbing | Eric Harianto | |
