Pengaruh Digital Marketing Dan Electronic Word Of Mouth Terhadap Keputusan PembelianDi Shopee Melalui Lifestyle (Studi pada Mahasiswa Universitas Islam Malang Fakultas Ekonomi dan Bisnis Angkatan Tahun 2020)

Abstract

Abstract

 

This study aims to analyze and describe the effect of Digital Marketing and Electronic Word of Mouth on Purchasing Decisions at Shopee through Lifestyle (Study on Students of the Islamic University of Malang Faculty of Economics and Business class of 2020). The population in this study were undergraduate students of the Faculty of Economics and Business, Islamic University of Malang, Class of 2020, both from the Management study program as many as 474 students, Accounting as many as 170 students, and Sharia Banking as many as 55 students. With a total of 699 students. Then from this number, a sample of 88 people was taken using the slovin formula. The variables used in this study are the dependent variable Purchasing Decisions, the independent variables Digital Marketing and Electronic Word of Mouth, and the intervening variable Lifestyle.

The data analysis technique in this study uses path analysis with the help of SPSS 25 software. The results showed that 1) Digital Marketing is directly insignificant to Lifestyle 2) Electronic Word of Mouth is directly significant to Lifestyle 3) Digital Marketing is directly insignificant to Purchasing Decisions 4) Electronic Word of Mouth is directly significant to Purchasing Decisions 5)  Lifestyle is directly significant to Purchasing Decisions 6) Digital Marketing is indirectly insignificant to Purchasing Decisions through Lifestyle 7)  Electronic Word of Mouth is indirectly significant to Purchasing Decisions through Lifestyle.

 

Keywords: Digital Marketing, Electronic Word of Mouth, Purchase Decision, Lifestyle