PENGARUH DIGITAL CAMPAIGN WEB SERIES SORE TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS TROPICANA SLIM STEVIA DI KALANGAN REMAJA-DEWASA MUDA
Abstract
Penelitian ini membahas mengenai bagaimana pengaruh digital campaign webseries sore terhadap keputusan pembelian melalui brand awareness produk Tropicana Slim Stevia dikalangan remaja hingga dewasa muda.Hal ini dilandasi oleh ketertarikan peneliti akan webseries SORE yang digunakan oleh Tropicana Slim untuk mengenalkan produk baru mereka yang sasarannya untuk kaum muda.Penelitian ini menggunakan penelitian kuantitatif dengan metode kuesioner sebagai teknik dalam pengumpulan datanya yang disebarkan melalui kuesioner online kepada 100 responden.Hasil akhir dari penelitian ini menunjukan,adanya pengaruh variabel digital campaign terhadap keputusan pembelian,keputusan pembelian terhadap brand awareness dan pengaruh digital campaign serta keputusan pembelian terhadap brand awareness.
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