Antecedents Consumer Purchasing Decisions in E-Commerce
Anteseden Keputusan Pembelian Konsumen di E-Commerce
DOI:
https://doi.org/10.21070/ups.1460Keywords:
Digital Marketing, Brand image, Electronic Word of Mouth, Purchasing Decisions, E-commerce TokopediaAbstract
This study aims to determine the effect of digital marketing, brand image and electronic word of mouth on purchasing decisions at e-commerce Tokopedia. This research is a causal research using quantitative methods. The sampling technique used in this study was accidental sampling with a total of 96 respondents and a maximum of 150 people. The data collection technique used in this study was taken by distributing questionnaires. The data analysis technique in this study used Smart-PLS Version 3.0. The results obtained based on the path coefficient test for all independent variables get T-statistic results > from T table and P value <0.05. This means that all independent variables namely Digital Marketing, Brand image and Electronic Word of Mouth have a positive and significant influence on purchasing decisions at e-commerce Tokopedia
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