Hilda Noor Farikha, 7101418106 (2023) PENGARUH INTERNET MARKETING, INOVASI PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MUBAROKFOOD CIPTA DELICIA. Under Graduates thesis, UNIVERSITAS NEGERI SEMARANG.

PDF - Published Version Restricted to Repository staff only Download (3MB) | Request a copy

Abstract

Consumer decisions on purchasing products are inseparable from various complex considerations, such as the purchase of food products. Business people must make efforts to maintain their marketing activities to attract appreciation and build trust and comfort in consumers to improve consumer purchasing decisions. The purpose of this study was to determine the effect of internet marketing, product innovation, and brand image on Purchase Decisions for Mubarokfood Cipta Delicia Products This study used a quantitative approach. The study population amounted to 130, namely consumers of Mubarokfood Cipta Delicia products with the criteria of consumers who purchase products at least 3 times both offline and online. The sample amounted to 100 people using the Rao formula. The sampling technique uses the non-probability sampling method. There are four variables studied, namely: (1) internet marketing, (2) product innovation, (3) brand image, and (4) purchasing decisions. Data analysis techniques: descriptive analysis, classical assumption test, and multiple linear regression. The results of descriptive data analysis show that purchasing decisions, internet marketing, product innovation, and brand image are in high criteria. Based on the results of the study, it was concluded that internet marketing variables, product innovation, and brand image have a positive and significant effect on purchasing decisions. Through the coefficient of determination of the multiple linear regression equation obtained, the variables of internet marketing, product innovation, and brand image can only explain 78.7%, the remaining 21.3% is explained by other variables outside the regression model analyzed. The suggestion in this study is that companies are expected to be able to improve internet marketing services and continue to develop product innovation and brand image to reduce the risk of competitive actions so that companies can improve purchasing decisions on their products.

Actions (login required)

View Item