PENGARUH DIGITAL MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA DEALER HONDA AGUNG MOTOR
Keywords:
Digital Marketing, Word of Mouth, Keputusan PembelianAbstract
This research is motivated by the fluctuating annual sales of motorcycles and the suboptimal use of digital marketing in dealership promotional activities. Furthermore, the majority of consumers still rely more on recommendations from family, friends, or close acquaintances before deciding to purchase a motorcycle. This study aims to determine the influence of digital marketing and word-of-mouth on purchasing decisions at the Honda Agung Motor dealership in Sikka Regency. A quantitative method with an associative approach was employed. Purposive sampling was used to select a sample of 85 respondents, all of whom were consumers of the Honda Agung Motor dealership. Data collection techniques included questionnaires, interviews, and documentation. Data analysis involved descriptive analysis and inferential statistics, specifically multiple linear regression analysis and hypothesis testing using the t-test. Descriptive analysis results indicate that respondent perception regarding the Digital Marketing variable was 74.19% (categorized as "good"), while perception regarding the Word-of-Mouth variable was 42.36% (also categorized as "good"). The t-test results show a significance value of 0.000 for the Digital Marketing variable. Since this value is lower than the 5% alpha level, the null hypothesis (Ho) is rejected; this implies that the Digital Marketing variable (X) has a significant effect on the Purchasing Decision variable (Y). Additionally, the coefficient of determination (R²) was found to be 0.567, meaning that the Digital Marketing variable (X) contributes 32.2% to the variation in the Purchasing Decision variable (Y).
Keywords: Digital Marketing, Word of Mouth, Purchasing Decision
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