PENGARUH DIGITAL MARKETING, ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN BEBEK GORENG HARISSA CABANG MERR SURABAYA
Published 2025-12-24
Keywords
- Digital Marketing, Electronic Word of Mouth, Brand Image, Purchasing Decisions.,
- Digital Marketing, Electronic Word of Mouth, Brand Image, Keputusan Pembelian.
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Abstract
Various marketing factors impact consumer purchasing decisions, especially in the realm of digital marketing. This research intends to investigate how digital marketing, online word of mouth, and brand image influence the buying choices at Bebek Goreng Harissa, located in the Merr Surabaya Branch. This study uses a quantitative method, utilizing primary data gathered from questionnaires sent to 100 individuals who know the brand but have not yet bought anything. The method of sampling employed is non-probability sampling. Data analysis was performed using SPSS version 24 by employing multiple linear regression analysis and testing classical assumptions. The findings show that digital marketing, online word of mouth, and brand image together have a notable impact on consumers' purchasing decisions. These results indicate that enhancing digital marketing strategies, overseeing favorable customer reviews, and reinforcing brand image significantly influence consumer buying choices.
Berbagai faktor pemasaran memengaruhi keputusan pembelian konsumen, terutama dalam ranah pemasaran digital. Penelitian ini bertujuan untuk menyelidiki bagaimana pemasaran digital, word of mouth online, dan citra merek memengaruhi pilihan pembelian di Bebek Goreng Harissa, yang berlokasi di Cabang Merr Surabaya. Studi ini menggunakan metode kuantitatif, memanfaatkan data primer yang dikumpulkan dari kuesioner yang dikirimkan kepada 100 individu yang mengenal merek tersebut tetapi belum pernah membeli apa pun. Metode pengambilan sampel yang digunakan adalah non-probability sampling. Analisis data dilakukan menggunakan SPSS versi 24 dengan menggunakan analisis regresi linier berganda dan pengujian asumsi klasik. Hasil penelitian menunjukkan bahwa pemasaran digital, word of mouth online, dan citra merek secara bersama-sama memiliki dampak yang signifikan terhadap keputusan pembelian konsumen. Hasil ini menunjukkan bahwa peningkatan strategi pemasaran digital, pengawasan ulasan pelanggan yang positif, dan penguatan citra merek secara signifikan memengaruhi pilihan pembelian konsumen.
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References
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