Jurnal Inovasi Bisnis (Inovbiz)
Vol 12, No 2 (2024)

The Influence of Digital Marketing, Word of Mouth On Purchasing Decisions At Umkm Bos Salad

Febriyanti, Shintia (Unknown)
Handayani, Tri (Unknown)

Article Info

Publish Date
30 Dec 2024

Abstract

Bos Salad is one UMKM whose growth potential is faster than other UMKM in Bengkalis City. From the beginning of its establishment, Bos Salad has implemented a marketing strategy through Digital marketing and Word of mouth. The purpose of this study was to determine Digital marketing and Word of mouth on purchasing decisions at UMKM Bos Salad. This research is a type of quantitative research using primary data sources. The sampling technique used Accidental Sampling with a total of 100 respondents. Data collection using a questionnaire and analyzed using SPSS version 20 with Multiple linear Regression Analysis Test. The results showed that there is Digital marketing and Word of mouth on purchasing decisions at UMKM Bos Salad.

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Journal Info
Jurnal Inovasi Bisnis (Inovbiz)
Website

Abbrev

IBP

Publisher

Politeknik Negeri Bengkalis

Subject

Economics, Econometrics & Finance

Description

Jurnal Inovasi Bisnis (Inovbiz) focuses on how we gain knowledge through innovation and how knowledge encourages the innovation both in economics and business. It is provided for writer, researcher, professor, and practitioner who want to publish their research reports or articles, theoritical or ...