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Pengaruh penerapan teknologi blockchain terhadap digital marketing

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)
Creators:
Creators
NIM
Email
ORCID
Wiratama, Jeremy Iron
NIM01619200056
ironjeremy@hotmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Pasaribu, Lamhot Henry
NIDN0411026901
mailto:lamhothp1969@gmail.com
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
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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