Pengaruh Digital Marketing dan Word Of Mouth (WOM) Terhadap Keputusan Pembelian Konsumen pada Willysport159 Cabang Banjir Kanal Timur Jakarta Timur
DOI:
https://doi.org/10.63822/m5nnxw36Keywords:
Digital Marketing, Word of Mouth (WOM), Consumer Purchase DecisionsAbstract
This study examines the influence of Digital Marketing and Word of Mouth (WOM) on Consumer Purchase Decisions at Willysport159, East Flood Canal Branch, East Jakarta. Digital marketing and Word of Mouth (WOM) are important factors in marketing strategies that can influence consumer interest and purchasing decisions. High purchase decisions are one of the indicators of a company's success in maintaining and increasing product sales. The research method used in this study is a quantitative approach with statistical analysis based on the SPSS application program. The research data were collected through questionnaires distributed to 100 respondents, who were consumers of Willysport159, East Flood Canal Branch, East Jakarta. The questionnaire was designed in the form of written statements using a Likert scale with five answer choices. The data analysis techniques used in this study included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test (partial), F-test (simultaneous), and coefficient of determination. The results of hypothesis testing indicate that Digital Marketing and Word of Mouth (WOM) have an influence on Consumer Purchase Decisions, both partially and simultaneously. These findings indicate that effective digital marketing strategies and positive recommendations from consumers can increase consumer trust and buying interest in Willysport159 products. Companies are advised to improve their digital marketing as well as the quality of their products and services
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