PENGARUH DIGITAL MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI KOPI TELU CITRALAND SURABAYA

Authors

  • Shaktiadjie Dewondanu Kusnarto Putro Universitas PGRI Adi Buana Surabaya
  • Yanus Sumitro Universitas Pgri Adi Buana Surabaya
  • Muhammad Hafis hasan Universitas Pgri Adi Buana Surabaya
  • Mohamad Fadlli Romadhon Universitas Pgri Adi Buana Surabaya

Keywords:

digital marketing, word of mouth, purchasing decisions

Abstract

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.

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Published

2025-05-31

How to Cite

Shaktiadjie Dewondanu Kusnarto Putro, Yanus Sumitro, Muhammad Hafis hasan, & Mohamad Fadlli Romadhon. (2025). PENGARUH DIGITAL MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI KOPI TELU CITRALAND SURABAYA . Jurnal Projemen UNIPA, 12(2), 97–108. Retrieved from https://ejournal-nipamof.id/index.php/Projemen/article/view/2025-05-31

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