Pengaruh Digital marketing dan Electronic word of mouth Terhadap Keputusan Pembelian Pada Brand Skincare Skintific di Denpasar
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
Digital Marketing , Electronic Word Of Mouth , Keputusan PembelianAbstract
The purpose of this study is to find out how digital marketing and electronic word of mouth affect consumer purchase decisions on Skintific skincare brands in Denpasar. In this study, the accidental sampling method was used to select 120 respondents. Data collection methods include interviews, observations, questionnaires, and literature studies. After the tabulating of the results, testing of the research instrument is carried out, and after that, the data analysis stage begins. Multiple linear regression analysis, determination coefficient test, t-test, and F test are the analyses used. Based on the results of the analysis, it can be concluded that digital marketing has a positive and significant effect on the purchase decision of the Scintific Skincare Brand in Denpasar, as shown by a significance value of 0.000, a regression coefficient of 0.269, and a calculated t-value greater than the table (6,372 is greater than 1,980). Shown by a significance value of 0.000 and an F value greater than the F table (132,607 greater than 3.07), digital marketing and electronic word of mouth simultaneously have a positive and significant effect on purchasing decisions at the Scintific Skincare Brand in Denpasar.
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