PENGARUH DIGITAL MARKETING DAN CITRA PASAR TRADISIONAL TERHADAP KEPUTUSAN PEMBELIAN DI MEDIASI WORD OF MOUTH (Studi Pasar Tradisional Genteng Surabaya)

Abstract

This research examined the indirect effect of digital marketing and traditional market omage on purchasing. It also to examine the effect of digital marketing and traditional market image on word of mouth. Moreover, it examined the effect of word of mouth on purchasing decisions. The research was quantitative. The population of Surabaya netizens.Furthermore, as the population was unknow in number, the Lameshow formula wa used. In line with that, there were 100 respondens as the sample. The data collection technique used purposive sampling. Additionally, the data were primary and used distributed questionnaires. The data analysis technique used Partial Least Square(PLS) with SmartPLS 3.0. The result showed that both digital marketing and traditional market image had a positive and signification effect on purchasing decisions. digital marketing has a positive and significant effect on word of mouth, traditional market image has a positive and significant effect on word of mouth and word of mouth has a positive and significant effect on purchasing decisions.