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All Journal West Science Business and Management
Putri, Nazwa Aqiila
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : West Science Business and Management

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The Influence Of Digital Marketing, Brand Ambassador And Electronic Word Of Mouth On Purchasing Decisions For Nivea Body Lotion Product In Pekanbaru Putri, Nazwa Aqiila; Noviasari, Henni; Wildah, Sri Wahyuni
West Science Business and Management Vol. 2 No. 04 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i04.1313

Abstract

This research was conducted with the aim of knowing the effect of Digital Marketing, Brand Ambassadors and Electronic Word Of Mouth on Purchasing Decisions for Nivea Body Lotion products in Pekanbaru. The population in this study were Pekanbaru people who had bought Nivea Body Lotion. The method used in this research is descriptive and quantitative, with research data sources coming from primary and secondary data. The number of samples in this study amounted to 105 people with the sampling technique using purposive sampling technique. The method of analysis of this research is multiple linear regression analysis and through validity tests and reliability tests. In this study, the results obtained that Digital Marketing has a significant influence on purchasing decisions for Nivea body lotion products in Pekanbaru, Brand Ambassadors have a significant effect on purchasing decisions for Nivea body lotion products in Pekanbaru, and Electronic Word of Mouth on purchasing decisions for Nivea body lotion products in Pekanbaru.
Co-Authors Henni Noviasari Sri Wahyuni Wildah