PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN MELALUI ELECTRONIC WORD OF MOUTH PADA PRODUK EMINA DI KOTA SURABAYA

Abstract

The purpose of this study was to determine the effect of digital marketing on purchasing decisions through electronic word of mouth on Emina products in the city of Surabaya. This type of research uses quantitative research with survey research methods (Survey Research Design). The population used in this study are users of Emina products in the city of Surabaya. The sample taken is 110 respondents with calculations using the Hair formula. Sampling using non-probability sampling technique with accidental sampling (samples by chance) in which the sampling method is taken by chance or spontaneously. The analytical method used in this study uses PLS (Partial Least Square) analysis with the help of calculations using the SmartPLS (Partial Least Square) program system. The results show that digital marketing and electronic word of mouth have a positive and significant impact on purchasing decisions on Emina products in Indonesia. city of Surabaya. While digital marketing has a positive but not significant effect on electronic word of mouth and digital marketing has a positive but not significant effect on purchasing decisions through electronic word of mouth on Emina products in the city of Surabaya.