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- Title
The Model of Digital Marketing and Electronic Word of Mouth Communication.
- Authors
Soeratin, Boyke Setiawan; Limakrisna, Nandan; Utama, Andyan Pradipta; Trisnawati, Nana; Irsyaddin, Muhammad Millah
- Abstract
The purpose of this study is to test whether digital marketing and electronic word-of-mouth influence purchase decisions. The type of research used in this study is quantitative research. The subjects of this study were students of the Faculty of Economics and Business, Winaya Mukti University, Bandung. The data collection method used a questionnaire survey with a sample of 100 respondents using the Tokopedia marketplace for FEB UNWIM Bandung students. Data analysis used in this study was multiple linear regression analysis with the SPSS 26.0 program. The results of this study indicate that digital marketing and e-WOM variables have a positive and significant impact on the purchasing decisions of Tokopedia market users among FEB UNWIM Bandung students.
- Subjects
WORD-of-mouth communication; INTERNET marketing; ELECTRONIC markets; MULTIPLE regression analysis; MARKETING models
- Publication
Dinasti International Journal of Education Management & Social Science, 2024, Vol 5, Issue 3, p252
- ISSN
2686-6358
- Publication type
Article
- DOI
10.31933/dijemss.v5i3