Pengaruh Promosi Digital dan Electric Word of Mouth (E-WOM) terhadap Keputusan Pembelian Produk Mixue Bandar Lampung
DOI:
https://doi.org/10.70900/jea.v5i1.121Keywords:
Digital Promotion, E-WOM, Purchasing Decision, Quantitative Research, MixueAbstract
This study aims to analyze the effect of Digital promotion and Electronic Word of Mouth (E-WOM) on purchasing decisions of Mixue products in Bandar Lampung. In the Digital era, marketing activities increasingly rely on online platforms to communicate product value and influence consumer behavior. Digital promotion through social media and other online channels, as well as E-WOM in the form of reviews, comments, and recommendations from consumers, are considered important factors in shaping consumer purchasing decisions.
This research employed a quantitative approach using a survey method. The population of this study consisted of consumers of Mixue products in Bandar Lampung, and the sample was determined using purposive sampling technique with a total of 100 respondents. Data were collected through questionnaires and analyzed using multiple linear regression analysis with the help of statistical software.
The results of the study indicate that Digital promotion has a positive and significant effect on purchasing decisions of Mixue products in Bandar Lampung. Electronic Word of Mouth (E-WOM) also has a positive and significant effect on purchasing decisions. Furthermore, the simultaneous test shows that Digital promotion and E-WOM jointly have a significant effect on purchasing decisions. The coefficient of determination (R²) value of 0.667 indicates that Digital promotion and E-WOM explain 66.7% of the variation in purchasing decisions, while the remaining 33.3% is influenced by other factors not examined in this study.
These findings suggest that companies should optimize Digital promotion strategies and actively manage E-WOM to strengthen consumer trust and encourage purchasing decisions. This study is expected to provide practical implications for business practitioners in designing effective Digital marketing strategies and theoretical contributions to marketing and consumer behavior literature.
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