PENGARUH DIGITAL MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI KOPI TELU CITRALAND SURABAYA
Keywords:
digital marketing, word of mouth, purchasing decisionsAbstract
This study aims to analyze the influence of digital marketing and word of mouth on purchasing decisions at KopiTelu Citraland Surabaya. The subjects in this study were consumers who made purchases at Kopi Telu Citraland Surabaya. The sample in this study was 100 customers of Kopi Telu Citraland Surabaya. This type of research is quantitative and uses a questionnaire data collection technique. Data analysis in this study used the classical assumption test and hypothesis test. The results of this study indicate that digital marketing has a positive and significant effect on purchasing decisions at Kopi Telu Citraland Surabaya. Word of Mouth has a positive and significant effect on purchasing decisions at Kopi Telu Citraland Surabaya. Digital marketing and word of mouth simultaneously have a positive and significant effect on purchasing decisions at Kopi Telu Citraland Surabaya.
References
Abdullah, K., Jannah, M., Aiman, U., Hasda, S., Fadilla, Z., Taqwin, Masita, Ardiawan, Ngurah, K., & Sari, Eka, M. (2021). METODOLOGI PENELITIAN KUANTITATIF (N. Saputra (ed.). Yayasan Penerbit Muhammad Zaini.
Astuti, D & Ernawati, S. (2020). Strategi promosi dan word of mouth dalam upaya peningkatan keputusan pembelian produk tenun. Jurnal Distribusi 8 (2): 225-238.
Azhar, M., Sutiono, H. T., & Wisnalmawati. (2021). The effect of digital marketing and electronic word of mouth on purchase decisions and customer satisfaction. Seminar Nasional 289-305.
Inayah, F. (2022). Pengaruh digital marketing, word of mouth dan atribut produk pariwisata terhadap keputusan pengunjung. 11-12.
Istiqamah, M. (2020). Pengaruh kualitas produk dan harga terhadap kepuasan konsumen melalui keputusan pembelian sebagai variabel intervening (studi kasus pada Butik Umah Batik Kabupaten Bener Meriah, Provinsi Aceh). Kaos GL Dergisi, 8 (75), 147- 154.
Julianti, D.A., & Junaidi. (2020). Pengaruh word of mouth terhadap keputusan pembelian baso Aci Akang Citra Raya Tanggerang. Prologia, 4 (1), 75.
Kotler dan Keller. (2014). Manajemen Pemasaran. IIth ed. Jakarta: Erlangga.
Lupiyaodi, R & A, Hamdani. 2014. Manajemen Pemasaran Jasa.
Nufus, Z. (2022). Pengaruh digital marketing dan brand awareness terhadap keputusan pembelian konsumen pada konsumen Zadir Hijab Collection Jambi. (Issue 8.5.2017).
Nuraini & Hadi, M. (2019). Pengaruh social media marketing dan word of mouth terhadap keputusan pembelian pada Panties Pizza Malang. Jurnal Aplikasi Bisnis 5 (1): 178—181.
Putri, P.M & R.A Marlien. (2022). Pengaruh digital marketing terhadap keputusan pembelian online. Jesya (Jurnal Ekonomi & Ekonomi Syariah) 5(1): 25-36.
Saputra, G.W dan Ardani, I.G.K.S. (2020). Pengaruh digital marketing, word of mouth dan kualitas pelayanan terhadap keputusan pembelian. E-Jurnal Manajemen Universitas Udayana 9 (7): 2596.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Projemen UNIPA
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
