PENGARUH DIGITAL MARKETING, WORD OF MOUTH, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN

  • Gede Wisnu Saputra Universitas Udayana
  • I Gusti Agung Ketut Sri Ardani Universitas Udayana
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Abstrak

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


 

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Diterbitkan
2020-07-03
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SAPUTRA, Gede Wisnu; ARDANI, I Gusti Agung Ketut Sri. PENGARUH DIGITAL MARKETING, WORD OF MOUTH, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN. E-Jurnal Manajemen, [S.l.], v. 9, n. 7, p. 2596 - 2620, july 2020. ISSN 2302-8912. Tersedia pada: <https://ojs.unud.ac.id/index.php/manajemen/article/view/58393>. Tanggal Akses: 15 oct. 2025 doi: https://doi.org/10.24843/EJMUNUD.2020.v09.i07.p07.
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Terbitan
Vol 9 No 7 (2020)
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Articles
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This work is licensed under a Creative Commons Attribution 4.0 International License.