PENGARUH DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS PADA LAYANAN STREAMING DIGITAL NETFLIX (Studi Pada Mahasiswa STIESIA Surabaya)

Abstract

This research aimed to examine the effect of digital marketing and electronic word of mouth on purchasing decisions through brand awareness. The research was quantitative. Furthermore, the population was students of STIESIA Surabaya who had used the Netflix digital streaming service with a one minimum subscription purchase. As there was unknown population, i.e. 100 respondents were chosen by Lemeshow. Moreover, the data collection technique used purposive sampling. The data were primary with questionnaires of google form as the instrument of data collection. Additionally, the data analysis technique used Partial Least Square through SmartPLS 3.0. The research result showed that both digital marketing, electronic word of mouth, brand awareness had a positive and significant effect on the purchasing decision. In addition, digital marketing as well as electronic word of mouth had a positive and significant effect on brand awareness. Also, both digital marketing and electronic word of mouth had a positive and significant effect on the purchasing decision through brand awareness.