| dc.contributor.author | Hasnan, Lenny Alexandra | |
| dc.date.accessioned | 2026-03-14T04:15:39Z | |
| dc.date.available | 2026-03-14T04:15:39Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/9300 | |
| dc.description | This study aims to prove the influence of Digital Marketing in increasing Brand Awareness and Brand Image on Purchasing Decisions. This research was conducted on consumers from CitraLand The GreenLake. This study uses a quantitative approach with the Partial Least Square-Structural Equation Modeling (PLS-SEM) method. Data obtained by using purposive sampling technique. The data is processed using the Smart PLS 3.0 program. The results of this study indicate that there is a significant relationship between Digital marketing which has a significant effect on Purchasing Decisions, Brand Image which has a significant effect on Purchase Decisions and Brand Awareness which is known to have no significant effect on Purchase Decisions. | en_US |
| dc.description.abstract | Penelitian ini bertujuan untuk membuktikan adanya pengaruh Digital Marketing dalam meningkatkan Brand Awareness dan Brand Image terhadap Keputusan Pembelian. penelitian ini dilakukan pada konsumen dari CitraLand The GreenLake. Penelitian ini menggunakan pendekatan kauntitatif dengan metode Partial Least Square-Structural Equation Modeling (PLS-SEM). Data diperoleh dengan menggunakan teknik purposive sampling. Data diolah dengan menggunakan program Smart PLS 3.0. Hasil penelitian ini menunjukkan adanya hubungan signifikan antara Dgital marketing berpengaruh signifikan terhadap Keputusan Pembelian, Brand Image berpengaruh signifikan terhadap Keputusan Pembelian dan Brand Awareness diketahui tidak berpengaruh siginifikan 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 | Brand Awareness | en_US |
| dc.subject | Brand Image | en_US |
| dc.subject | Keputusan Pembelian | en_US |
| dc.subject | Purchase Decision | en_US |
| dc.title | Analisa Pengaruh Digital Marketing terhadap Brand Awareness dan Brand Image dan Dampaknya terhadap Peningkatan Penjualan pada CitraLand The GreenLake Surabaya | en_US |
| dc.title.alternative | Analysis of the Effect of Digital Marketing on Brand Awareness and Brand Image and Its Impact on Increasing Sales at CitraLand The GreenLake Surabaya | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 61101 | |
| dc.identifier.dosenpembimbing | David Sukardi Kodrat | |
