Journal of Management, Economic, and Accounting
Vol. 3 No. 2 (2024): Juli-Desember

The Influence Of Digital Marketing And Electronic Word Of Mouth On Purchasing Decisions (Survey of Lestari Product UMKM Consumers)

Andriyanto, Muhammad Adi (Unknown)
Fitriadi, Budhi Wahyu (Unknown)
Oktaviani, Nita Fauziah (Unknown)

Article Info

Publish Date
03 Jul 2024

Abstract

This research aims to determine the influence of Digital Marketing and Electronic Word of Mouth on Survey Purchasing Decisions for Sustainable Product MSME Consumers. This research method is a quantitative approach with a causal descriptive survey method, the population in this study is not known for certain and a sample of 100 respondents was taken. The analytical tool used in this research is multiple regression using SPSS version 25. The research results show that Digital Marketing and Electronic Word of Mouth simultaneously have a significant effect on Purchasing Decisions. Digital Marketing partially has a significant effect on purchasing decisions, Electronic Word Of Mouth partially has a significant effect on purchasing decisions.

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Journal Info
Journal of Management, Economic, and Accounting
Website

Abbrev

JMEA

Publisher

Universitas Dehasen Bengkulu

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Journal of Management, Economic, and Accounting is a peer-reviewed journal. JMEA invites academics and researchers who do original research in the fields of economics, management, and accounting, including but not limited to: Management Science Marketing Financial management Human Resource ...