Pengaruh Digital Marketing Electronic Word of Mouth dan Kualitas Produk terhadap Keputusan Pembelian Produk Somethinc di Samarinda

Abstract

This research aims to analyze and explain the influence of Digital Marketing, Electronic Word of Mouth, and Product Quality on Purchasing Decisions in Samarinda. The population in this study is people who intend to consume Somethinc products in Samarinda and are interested in doing so. The sample selection technique uses nonprobability sampling, namely the purposive sampling method. Analysis was carried out using Partial Least Square (PLS). This research shows that Digital Marketing has a positive and significant effect on Purchasing Decisions, Electronic Word of Mouth has a positive and significant effect on Purchasing Decisions, and Product quality has a positive and significant effect on purchasing decisions.