PENGARUH DIGITAL MARKETING, KEPERCAYAAN DAN KUALITAS PRODUK TERHADAP NIAT BELI (STUDI PADA AKUN INSTAGRAM KAWAII COKLAT)

  • Achmad Romadlon Universitas Stikubank
  • R.A Marlien Universitas Stikubank
  • Suzy Widyasari Universitas Stikubank

Abstract

This study aims study to examine and analyze the effect of digital marketing, trust and product quality on the
purchase intention of kawaii chocolate. The object of research in this paper is the people of semarang who have ever
bought chocolate kawaii.
The sampling technique in this study uses non-probability sampling with a purposive sampling data collection
method with a sample size of 100 respondents. The primary data collection method uses the questionnaire method.
Data analysis techniques used are the classic assumption, instrument test, multiple linear regression.
The research test shows that: Digital marketing has a positive and significant effect on purchase intention,
trust has a positive and significant effect purchase, Product qualityhas a positive and significant effect on purchase
intention

Published
2020-07-20
How to Cite
Romadlon, A., Marlien, R., & Widyasari, S. (2020). PENGARUH DIGITAL MARKETING, KEPERCAYAAN DAN KUALITAS PRODUK TERHADAP NIAT BELI (STUDI PADA AKUN INSTAGRAM KAWAII COKLAT). Proceeding SENDI_U, 701-707. Retrieved from https://www.unisbank.ac.id/ojs/index.php/sendi_u/article/view/8056
Issue
2020: SEMINAR NASIONAL MULTI DISIPLIN ILMU DAN CALL FOR PAPERS
Section
Articles