Wiratama, Jeremy Iron (2021) Pengaruh penerapan teknologi blockchain terhadap digital marketing. Masters thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk menganalisis, 1) Apakah blockchain berpengaruh positif dan signifikan terhadap penggunaan big data?, 2) Apakah big data berpengaruh positif dan signifikan terhadap digital marketing?, 3) Apakah blockchain berpengaruh positif dan signifikan terhadap masa depan digital marketing? Penelitian ini menggunakan metode survei, dan dalam pengumpulan datanya menggunakan kuesioner online dan dibagikan kepada orang-orang yang memahami tentang konsep teknologi blockchain dan pemasaran digital. Metode pengambilan sampel penelitian ini adalah purposive sampling dengan jumlah sampel 118 orang. Pendekatan yang digunakan adalah Partial Least Square- Structural Equation Modelling, dengan menggunakan Program Smart PLS 3.0. Hasil penelitian menunjukkan bahwa 1) Blockchain berpengaruh positif dan signifikan terhadap big data, 2) Big data berpengaruh positif dan signifikan terhadap digital marketing, 3) Blockhain berpengaruh positif dan signifikan terhadap digital marketing.
| Item Type: | Thesis (Masters) | ||||||||
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| Uncontrolled Keywords: | blockchain ; big data ; digital marketing | ||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management Current > Faculty/School - UPH Karawaci > Business School > Master of Management |
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| Depositing User: | Users 22882 not found. | ||||||||
| Date Deposited: | 31 Jan 2022 07:53 | ||||||||
| Last Modified: | 24 Mar 2022 08:11 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/45118 |
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