Pengaruh digital marketing, brand image dan pengetahuan produk terhadap keputusan menjadi nasabah di BSI Kota Tangerang
| Main Author: | Lola Febri Yola |
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| Format: | Bachelors |
| Terbitan: |
Fakultas Ekonomi dan Bisnis UIN Syarif Hidayatullah Jakarta
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| Subjects: |
Daftar Isi:
- This study aims to determine the effect of Digital Marketing, Brand Image and Product Knowledge on the Decision to Become a Customer at BSI Tangerang City. This research is a quantitative type that uses primary data. The sampling technique used in this study was non-probability sampling with a purposive sampling method. The data collection technique in this study used a questionnaire which was distributed to 100 respondents who were customers at BSI Tangerang City. The data analysis technique used is descriptive test, classic assumption test, multiple linear regression analysis, Coefficient of Determination Test (R2) and t test with the help of IBM SPSS 22 Software for windows. The results of the hypothesis analysis show that Digital Marketing, Brand Image and Product Knowledge individually have a significant effect on the Decision to Become a Customer. The most dominant influence in this research is product knowledge.