Pengaruh Digital Marketing & E-WOM terhadap Keputusan Pembelian Konsumen pada E-Commerce Shopee
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
digital marketing, e-wom, purchase decisionsAbstract
With advances in information technology currently affecting people's way of life, one of which is shopping online. This opens up business opportunities for companies by opening an e-commerce site, one of which is Shopee. This research aims to analyse the influence of Digital Marketing and Electric Word Of Mouth (E-WOM) on Consumer Purchasing Decisions at Shopee E-Commerce in Denpasar City. This research method uses a quantitative approach. The technique used in sampling is purposive sampling. The number of respondents in this study was 120 respondents, then the data was analysed using validity & reliability tests, classical assumption tests, and multiple linear regression analysis tests. The results of this research show that Digital Marketing & E-WOM partially have a positive and significant influence on consumer purchasing decisions, and Digital Marketing & E-WOM together simultaneously have a positive and significant influence on consumer purchasing decisions.
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