Pengaruh Event Sponsorship, Digital Marketing dan Brand Awareness Terhadap Keputusan Pembelian Pada Produk Emina (Studi Kasus Pada Mahasiswa Universitas Bhayangkara Jakarta Raya)
DOI:
https://doi.org/10.63217/efisiensi.v1i3.135Keywords:
Keputusan Pembelian, Event Sponsorship, Digital Marketing, Brand AwarenessAbstract
Pengaruh Event Sponsorship, Digital Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Pada Produk Emina (Studi Kasus Pada Mahasiswa Universitas Bhayangkara Jakarta Raya) adalah artikel ilmiah studi pustaka dalam ruang lingkup Ekonomi dan Bisnis. Tujuan artikel ini untuk mengetahui pengaruh dari Event Sponsorship, Digital Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Pada Produk Emina. Metode riset dengan penelitian terhadap 100 responden dengan metode Non Probability Sampling serta menggunakan teknik purposive sampling. Analisis deskriftif Kuantitatif. Hasil artikel ini: 1) Menunjukan bahwa variabel Event Sponsorship, Digital Marketing dan Brand Awareness secara simultan berpengaruh dan signifikan terhadap variabel depeneden Keputusan pembelian, 2) variabel Event Sponsorship dan Brand Awareness secara parsial memiliki pengaruh dan signifikan terhadap variabel Keputusan Pembelian, 3) variabel Digital Marketing secara parsial tidak berpengaruh signifikan terhadap variabel Keputusan Pembelian.
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