Open AccessPENGARUH DIGITAL MARKETING, WORD OF MOUTH, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN
Author(s) -
Gede Wisnu Saputra,
I Gusti Agung Ketut Sri Ardani
Publication year - 2020
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2020.v09.i07.p07
Subject(s) - accidental sampling , purchasing , business , service (business) , marketing , word of mouth , service quality , advertising , quality (philosophy) , regression analysis , business administration , statistics , mathematics , sociology , population , philosophy , demography , epistemology
The purpose of this study is to analyze the effect of digital marketing, word of mouth, and service quality on purchasing decisions. This research was conducted on consumers or customers of PT. Pegadaian Regional Office VII Denpasar. The number of samples in this study were 220 respondents. The sampling technique is accidental sampling. Data collection was obtained from the results of the distribution of consumer questionnaires PT. Pegadaian Regional Office VII Denpasar. Data analysis in this study uses multiple linear regression analysis. The results of multiple linear regression analysis show that digital marketing, word of mouth, and service quality variables have a positive and significant effect on purchasing decisions. The results of this study indicate that the higher the digital marketing, word of mouth, and quality of service, it will increase purchasing decisions.
Keywords: digital marketing, word of mouth, service quality, purchasing decisions