Pengaruh Kualitas Produk dan Brand Awareness pada Penjualan yang Dimoderasi Oleh Digital Marketing
Abstract
Tujuan dari penelitian ini yaitu untuk menguji seberapa besar pengaruh kualitas produk dan brand awareness pada penjualan yang dimoderasi oleh digital marketing yang diharapkan dapat membantu memberikan solusi pada UKM atau Usaha Dagang terutama pada Usaha Dagang Santan Kelapa Pak Tri yang menjadi objek penelitian dan para pembeli atau pelanggannya adalah populasi dengan purposive sampling sebagai teknik yang digunakan dalam penelitian ini. Sebanyak 225 orang pembeli atau pelanggan UD Santan Kelapa Pak Tri sebagai sampel dengan menggunakan metode survey kuesioner online. Analisis inner model dan outer model pada Program SmartPLS 3 digunakan sebagai metode analisa penelitian ini. Hasil dari penelitian ini yaitu: kualitas produk signifikan terhadap penjualan, brand awareness signifikan terhadap penjualan, digital marketing signifikan terhadap penjualan, digital marketing tidak mampu memoderasi atas kualitas produk terhadap penjualan dan digital marketing tidak mampu memoderasi atas brand awareness terhadap penjualan.
Kata Kunci: kualitas produk, brand awareness,penjualan, digital marketing
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DOI: https://doi.org/10.17509/jbme.v7i1.46346
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