PENGARUH IKLAN DIGITAL DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA

Salempang, Widiyantara Putera (2025) PENGARUH IKLAN DIGITAL DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the influence of digital advertising and word of mouth
on purchasing decisions of Yamaha motorcycles. The research applies a
quantitative approach using online questionnaires distributed to Yamaha
consumers selected through purposive sampling. The independent variables are
digital advertising (X1) and word of mouth (X2), while the dependent variable is
purchasing decisions (Y). The results indicate that both digital advertising and
word of mouth have a positive and significant effect on purchasing decisions. This
finding highlights the importance of digital marketing strategies and consumer
recommendations in shaping purchasing behavior of Yamaha motorcycles.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: digital advertising, word of mouth, purchasing decisions
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Book > Faculty of Bussiness and Accounting
Depositing User: Users 3643 not found.
Date Deposited: 13 Oct 2025 09:42
Last Modified: 01 Dec 2025 04:20
URI: https://eprints.ukmc.ac.id/id/eprint/14722

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