The Influence Of Digital Marketing And Electronic Word Of Mouth On Purchasing Decisions (Survey of Lestari Product UMKM Consumers)

Authors

  • Muhammad Adi Andriyanto Study Program Of Management, Faculty Of Economic and Business, Universitas Perjuangan Tasikmalaya
  • Budhi Wahyu Fitriadi Study Program Of Management, Faculty Of Economic and Business, Universitas Perjuangan Tasikmalaya
  • Nita Fauziah Oktaviani Study Program Of Management, Faculty Of Economic and Business, Universitas Perjuangan Tasikmalaya

DOI:

https://doi.org/10.37676/jmea.v3i2.426

Keywords:

Digital Marketing, Electronic Word Of Mouth, Purchasing Decisions

Abstract

This research aims to determine the influence of Digital Marketing and Electronic Word of Mouth on Survey Purchasing Decisions for Sustainable Product MSME Consumers. This research method is a quantitative approach with a causal descriptive survey method, the population in this study is not known for certain and a sample of 100 respondents was taken. The analytical tool used in this research is multiple regression using SPSS version 25. The research results show that Digital Marketing and Electronic Word of Mouth simultaneously have a significant effect on Purchasing Decisions. Digital Marketing partially has a significant effect on purchasing decisions, Electronic Word Of Mouth partially has a significant effect on purchasing decisions.

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References

Al Aulia Hafizah. 2023 Pengaruh Digital Marketing, Electronic Word of Mouth, dan Electronic Trust terhadap Keputusan Pembelian. Studi Kasus pada Pengguna Marketplace Tokopedia di Wonogiri. Skripsi Pada Universitas Islam Negeri Raden Mas Said Surakarta https://eprints.iainsurakarta.ac.id

Annur Cindy Mutia. 2022. Jumlah Pengguna Internet di Indonesia (2018-2022) https://databoks.katadata.co.id

Apriliansyah Rizal. 2022. Pengaruh Kualitas Pelayaan dan Kualitas Produk Terhadap Kepuasan Konsumen Survei pada konsumen Warung Tepi Rel Tasikmalaya. Skripsi Universitas Perjuangan Tasikmalaya (tidak di publikasikan)

Astuti, Miguna dan Agni Rizka Amanda 2020 Pengantar Manajemen. Yogyakrta.

Eunike Viedy Virginia Lombok, dkk 2021. Pengaruh brand image, brand trust dan Digital Marketing terhadap keputusan pembelian konsumen pada produk Emina pada Mahasiswa Universitas Sam Ratulangi Vol.10 No.3. http:/lejournal.unsrat.ac.id

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Published

2024-07-03

How to Cite

Andriyanto, M. A., Fitriadi, B. W., & Oktaviani, N. F. (2024). The Influence Of Digital Marketing And Electronic Word Of Mouth On Purchasing Decisions (Survey of Lestari Product UMKM Consumers). Journal of Management, Economic, and Accounting, 3(2), 273–284. https://doi.org/10.37676/jmea.v3i2.426

Issue

Vol. 3 No. 2 (2024): Juli-Desember

Section

Articles

License

Copyright (c) 2024 Muhammad Adi Andriyanto, Budhi Wahyu Fitriadi, Nita Fauziah Oktaviani

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.