The Role Of Digital Marketing, Word of Mouth and Brand Image on Sidoarjo People’s Purchasing Decisions on 3second Brand in E-Commerce
Peran Digital Marketing, Word Of Mouth dan Brand Image Terhadap Keputusan Pembelian Masyarakat Sidoarjo pada Merek 3second di E-Commerce
DOI:
https://doi.org/10.21070/ups.6403Keywords:
Digital Marketing, Word Of Mouth, Brand Image, Keputusan PembelianAbstract
The emergence of e-commerce is slowly changing business activities between sellers and buyers, from face-to-face to online. This also applies to fashion products. The research aims to determine the role of digital marketing, word of mouth, and brand image on the purchasing decisions of Sidoarjo people regarding the 3second brand in e-commerce. This research uses a quantitative approach with primary data types. The population in this research is all consumers of the 3 second brand. The sampling technique used purposive sampling with a total sample of 96 respondents. hypothesis testing using multiple linear regression analysis and data processing using the SPSS version 27 program. Based on the research results, it proves that Digital Marketing has a significant influence on Purchasing Decisions, Word of Mouth has a significant influence on Purchasing Decisions and Brand Image has a significant influence on Purchasing Decisions
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