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Taj, Ziana Walidah
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Economics, Econometrics & Finance

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Pengaruh Digital Marketing, E-WOM, Dan Online Customer Rating Terhadap Keputusan Pembelian Di Culucu Babyshop Nganjuk Taj, Ziana Walidah; Asiyah, Siti; Amin, Muhammad Sirojuddin
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 13 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract

Abstract This study aims to test and analyze the effect of Digital Marketing, E-WOM, and Online Customer Rating on Purchasing Decisions at Culucu Babyshop Nganjuk. The population in this study were Culucu Babyshop consumers whose numbers were unknown. Then from this population a sample of 75 people was taken using the maholtra formula. The variables used in this study are the dependent variable Purchasing Decisions, independent variables Digital Marketing, E-WOM, and Online Customer Rating. The sampling technique in this study used a purposive sampling approach which was assisted by SPSS 25 software in conducting data tests. The results showed that 1) Digital Marketing, E-WOM, and Online Customer Rating simultaneously affect Purchasing Decisions 2) Digital Marketing has no effect on Purchasing Decisions 3) E-WOM has an effect on Purchasing Decisions 4) Online Customer Rating affects Purchasing Decisions. Keywords: Digital Marketing, E-WOM, Online Customer Rating, Purchasing Decision 
Co-Authors Amin, Muhammad Sirojuddin Siti Asiyah