Marsono, Dwi (2023) KOMPARASI EFEKTIFITAS BAURAN PEMASARAN ERA DIGITAL DAN KONVENSIONAL (STUDI KASUS DI PT ARDYA PRIMA INTERNUSA). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui efektifitas bauran pemasaran era digital dan konvensional (Studi Kasus di PT Ardya Prima Internusa). Penelitian ini menggunakan jeni penelitian kuantitatif dengan menggunakan metoda analisis data beda dua proporsi. Populasi dari penelitian ini adalah seluruh pelanggan yang melakukan pembelian produk secara digital dan konvensional di PT Ardya Prima Internusa. Prosedur pengambilan sampel yang digunakan dalam penelitian ini adalah nonprobabilitay dengan teknik purposive sampling dengan menyebar menggunakan link goole form. Kriteria yang digunakan dalam penelitian ini adalah pelanggan yang melakukan pembelian produk minimal 2 kali dengan julah sampel sebanyak 104 responden. Hasil penelitian dengan menggunakan metoda analisis data beda dua proporsi menunjukan bahwa variabel produk, harga dan tempat ternyata di nilai digital tidak lebih efektif dari konvensional, variabel promosi dinilai digital lebih efektif daripada konvensional, variable bauran pemasaran dinilai digital lebih efektif dari konvensional. ABSTRACT This study aims to determine the effectiveness of the digital and conventional era marketing mix (Case Study at PT Ardya Prima Internusa). This study uses a type of quantitative research using data analysis methods with two different proportions. The population of this study are all customers who purchase products digitally and conventionally at PT Ardya Prima Internusa. The sampling procedure used in this study was non-probability with a purposive sampling technique by spreading using the Google form link. The criteria used in this study are customers who purchase products at least 2 times with a sample size of 104 respondents. The results of the study using the two-proportion difference data analysis method show that the product, price and place variables are digitally not more effective than conventional, promotion variables are considered digital more effective than conventional, marketing mix variables are considered digital more effective than conventional.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Dwi Marsono | ||||||||
| Date Deposited: | 03 Apr 2023 04:15 | ||||||||
| Last Modified: | 03 Apr 2023 04:15 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9939 |
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