Journal of Business Management and Economic Development
Том 3 № 02 (2025): May 2025

The Influence of Digital Marketing, Online Customer Reviews, and Place On Purchasing Decisions: Mie Gacoan Consumer Survey in Bandar Lampung

Utami, Athiya Aradhana (Unknown)
Sugiono, Arif (Unknown)
Roni, May (Unknown)

Article Info

Publish Date
01 May 2025

Abstract

This study aims to analyze the influence of digital marketing, online customer reviews, and place on consumer purchasing decisions of Mie Gacoan in Bandar Lampung with a quantitative approach and explanatory research method. Data were collected through questionnaires using accidental sampling techniques and analyzed statistically descriptively through PLS-SEM using SmartPLS 4.0 software and MS Excel. Data analysis includes outer model tests, inner models, and hypothesis tests. The results of the study indicate that the three variables, namely digital marketing, online customer reviews, and place, significantly affect the consumer purchasing decisions of Mie Gacoan in Bandar Lampung. Then simultaneously, digital marketing, online customer reviews, and place significantly affect on consumer purchasing decisions of Mie Gacoan in Bandar Lampung.

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Journal Info
Journal of Business Management and Economic Development
Website

Abbrev

jbmed

Publisher

Riset Press International

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other

Description

Journal of Business Management and Economic Development (JBMED) is an international academic open-access journal that has gained a foothold in Indonesia, Asia and is open to the world. It aims to promote the integration of trade, economics, and finance. The focus is to publish papers on ...