Pengaruh Digital Marketing, Word Of Mouth Dan Brand Image Terhadap Keputusan Pembelian Skincare MS Glow (Studi Kasus Pada Mahasiswa UNISMA Angkatan 2019)

Abstract

Abstract

 

This study aims to determine the effect of digital marketing, word of mouth and brand image on purchasing decisions for MS Glow skincare for UNISMA students Class of 2019. This type of research is quantitative research using the explanatory research approach method with independent variables namely digital marketing (X1), word of  mouth (X2), brand image (X3) and the dependent variable is the purchase decision (Y). Data collection techniques used are primary data, namely questionnaires. The sample selection used purposive sampling method, with a total sample of 70 respondents. Data analysis techniques used validity test, reliability test, normality test, classic assumption test, multiple linear regression analysis, F test, t test and coefficient of determination test. The results of this study indicate that digital marketing, word of mouth and brand image variables simultaneously have a positive and significant effect on purchasing decisions. Digital marketing variables partially have a positive and significant effect on purchasing decisions. Word of mouth partially has a positive and significant effect on purchasing decisions. Brand image partially has a positive and significant effect on purchasing decisions.

 

Keywords : Digital Marketing; Word Of Mouth; Brand Image; Purchasin Decision.