Analisis Pengaruh Iklan Digital, Reputasi Perusahaan dan Word Of Mouth Terhadap Keputusan Pembelian (Studi Kasus Pada Vapestore Vough Malang)

Abstract

Abstract

This study aims to analyze the influence of digital advertising, corporate reputation, and word of mouth on consumer purchase decisions at Vapestore Vough Malang. The research background highlights the rapid growth of digital marketing and the essential role of brand reputation and consumer recommendations in shaping purchasing behavior, particularly within the increasingly competitive vape industry. This research employs a quantitative approach with an explanatory research design. A total of 105 respondents were selected using purposive sampling, consisting of consumers who had made at least one purchase at Vapestore Vough Malang. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression, supported by validity tests, reliability tests, normality tests, the F-test, t-test, and coefficient of determination.

The results indicate that digital advertising, corporate reputation, and word of mouth simultaneously have a significant influence on purchase decisions. Partially, each of the three variables also shows a positive and significant effect. These findings suggest that effective digital advertising, a strong corporate reputation, and credible consumer recommendations enhance consumer confidence and increase purchase likelihood. This study provides practical implications for business actors, particularly Vapestore Vough Malang, emphasizing the importance of strengthening digital communication strategies, maintaining brand reputation, and fostering positive word of mouth to support consumer purchase decisions.

Keywords: Digital Advertising, Corporate Reputation, Word of Mouth, Purchase Decision, Vapestore Vough Malang.