Pengaruh Digital Marketing, Word Of Mouth Dan Customer Experience Terhadap Keputusan Pembelian Varian Chatime Di Malang (Studi Kasus Pada Mahasiswa Manajemen Universitas Islam Malang)

Abstract

Abstract

 

This study aims to determine partially and simultaneously the influence of digital marketing, word of mouth and customer experience on purchasing decisions. In this study, the population used was management students at the Islamic University of Malang. The sample in this study were 95 respondents to determine the number of samples using the Maholtra formula because the population size cannot be known with certainty and in this study the method used is quantitative method. To analyze data in research using SPSS assistance. Based on the results of research that has been done, namely digital marketing, word of mouth and customer experience variables simultaneously influence purchasing decisions and digital marketing, word of mouth and customer experience partially have a significant effect on purchasing decisions. This shows that digital marketing, word of mouth and customer experience have increased, so purchasing decisions for Chatime beverage products have also increased.

 

Keywords: Digital Marketing, Word Of Mouth, Customer Experience, Purchase Decision.