HERRALDO JUAN PRAMUDYA (2025) PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH DIGITAL MARKETING DAN CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP KEPUTUSAN PEMBELIAN (STUDI EMPIRIS PADA KONSUMEN SPACE ROASTERY DI YOGYAKARTA). S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Abstract

Penelitian ini bertujuan untuk menganalisis Peran Brand Image dalam memediasi Pengaruh Digital Marketing dan Customer Relationship Management Terhadap Keputusan Pembelian terhadap konsumen Space Roastery. Penelitian inimelibatkan 210 responden yang berusia minimal 17 tahun, yang dipilih menggunakan non-probability sampling dengan menggunakan metode Purposive Sampling. Alat analisis yang digunakan adalah Structural Equation Model (SEM) Partial Least Squares (PLS) versi 4.0. Hasil penelitian menunjukkan bahwa Digital Markeitng berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Customer Relationship Management berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Brand Image berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Digital Marketing berpengaruh positif dan signifikan terhadap Brand Image, Customer Relationship Management berpengaruh positif dan signifikan terhadap Brand Image, Brand Image mampu memediasi Digital Marketing terhadap Keputusan Pembelian, Brand Image mampu memediasiCustomer Relationship Management terhadap Keputusan Pembelian.

Dosen Pembimbing: Retno Widowati Purnama Asri, S.E., M.Si., Ph.D, S.E., M.Si., Ph. | NIDN0007046303
Item Type: Thesis (S1)
Uncontrolled Keywords: Digital Marketing, Customer Relationship Management, Brand Image, Purchasing Decisions
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Bima
Date Deposited: 20 Feb 2025 02:25
Last Modified: 20 Feb 2025 02:25
URI: https://etd.umy.ac.id/id/eprint/50181

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