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All Journal ProBank: Jurnal Ekonomi dan Perbankan Jurnal Promosi Pendidikan Ekonomi Humanis : Jurnal Ilmu-Ilmu Sosial dan Humaniora Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri PROFIT J-MACC : Journal of Management and Accounting Dedikasi: Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian Masyarakat: BAKTI KITA IJEIRC
Nawari Nawari
universitas islam darul 'ulum
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Journal : IJEIRC

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THE INFLUENCE OF DIGITAL MARKETING AND WORD OF MOUTH ON PURCHASE DECISIONS THROUGH PURCHASE INTEREST IN MSME ROOF TILES PRODUCTS Nawari, Nawari; Sukesi, Sukesi; Tampubolon, Liosten Rianna Roosida Ully
International Journal of Economic Integration and Regional Competitiveness Vol. 1 No. 5 (2024): International Journal of Economic Integration and Regional Competitiveness
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijeirc.v1i5.133

Abstract

This research is aimed at examining the direct and indirect influence of Digital Marketing and word of mouth on purchasing decisions through purchase interest tested on MSME roof tile products. The method used in this research is to use a quantitative approach. This research is included in the type of explanatory research with a sample of 100 respondents. The analysis used is structural equation modeling (SEM) with the SmartPLS application. The results of the direct influence analysis show that Digital Marketing and Word of Mouth have a positive and significant influence on purchasing interest, and Digital Marketing and Word of Mouth have a positive and significant influence on purchasing decisions. In the indirect influence test, the results show that Digital Marketing and Word of Mouth have a positive and significant influence on purchasing decisions through purchase intention.
Co-Authors Bayu Sentosa Dwi Shofia, Aulia Egidia Demmy Andini Joko Pamungkas, Azis Lina Auliya Ulfa M. Aktsar Al Mubarok M. Hafidh Nashrullah M. Hafidh Nashrullah Novi Darmayanti Nur Lailatul Mahfudho Nurul Ain Puji Astuti, Ratna Rahayu Mufiyati Rifky Ardhana Kisno Saputra Saifuddin Zuhri Sa’abdillah Abas Shofa’atul Muniroh Sigit Marianto Siska Dwi Setyawati Siti Nur Alifiyah Siti Shoimah Sukesi . Tampubolon, Liosten Rianna Roosida Ully Vegi Ayu Indah