Please use this identifier to cite or link to this item: http://repository.kalbis.ac.id/handle/123456789/490
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dc.contributor.authorShifa, Adelin Audya-
dc.contributor.advisorNurjanah, Siti-
dc.date.accessioned2022-08-25T07:46:46Z-
dc.date.available2022-08-25T07:46:46Z-
dc.date.issued2022-08-04-
dc.identifier.urihttp://repository.kalbis.ac.id/handle/123456789/490-
dc.description.abstractThis study aims to determine the effect of social media marketing and product knowledge on purchase decisions of mika ramen kari with purchase intention as an intervening variable. There are four variables in this study, namely social media marketing, product knowledge, purchase decisions and purchase intention. This study uses quantitative methods using purposive sampling technique which is part of non-probability sampling. The questionnaire was distributed using google form with a sample of 180 respondents who were people who knew and had consumed mika ramen kari. The tests used in this research are validity test, reliability test, classical assumption test, hypothesis test and path analysis test. The results showed that the variables of social media marketing and product knowledge had an effect on purchasing decisions and buying interest. But the buying interest variable as an intervening variable does not mediate between the independent variable and the dependent variable.en_US
dc.language.isootheren_US
dc.publisherInstitut Teknologi dan Bisnis Kalbisen_US
dc.subjectsocial media marketingen_US
dc.subjectproduct knowledgeen_US
dc.subjectpurchase decisionen_US
dc.subjectpurchase intentionen_US
dc.titlePengaruh Social Media Marketing dan Product Knowledge terhadap Keputusan Pembelian Mika Ramen Kari dengan Minat Beli sebagai Variabel Interveningen_US
dc.typeThesisen_US
Appears in Collections:MN 2022

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