PENGARUH DIGITAL MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA BUTIK PUTRI AGATA

Abstract

This study aims to determine and analyze the effect of the ease of digital marketing and word of mouth on purchasing decisions at Putri Agata Boutique. This type of research is associative using quantitative data from primary data sources. research instrument in the form of a Likert scale questionnaire. The population used in this study is all consumers who have shopped at the Putri Agata boutique whose exact number is unknown (unknown population). The sample in this study were 96 people. The sampling technique was done by purposive sampling method. Data collection techniques in this study were observation, questionnaires and literature study which were then analyzed using validity testing techniques, reliability tests, classical assumption tests, multiple linear regression analysis, multiple correlation coefficients, determination tests, t tests and f tests. The results show that digital marketing and word of mouth together have a significant effect on purchasing decisions at Putri Agata Boutique.Keywords:  Digital Marketing, Word Of Mouth, Purchasing Decisions