PENGARUH DIGITAL MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN BUYERS DALAM PEMBELIAN ONLINE SHOPEE (Studi Kasus Mahasiswa Manajemen Universitas Dehasen Bengkulu)

Abstrak

The researcher’s aim is to determine the influence of digital marketing and wourd of mouth on buyers’ decisiom in purchasing Shopee online among Management students at Dehasen University, Bengkulu. This research method uses quantitative descriptive research, the sample in this research was 76 students who were respondents.The research results from the multiple linear regression test show Y = 5,216 + 0,273 (X1) + 0,606 (X2) + 3,131, meaning that there is a positive influence between the digital marketing variable (X1) and the word of mouth variable (X2) on Shopee online purchasing decisions (Y). from the results of the t test for the digital marketing variabel (X1), it shows t_count 2,342 > 1,993 and a significance of 0,022 < 0,05, so this shows that there is a significant positive influence between digital marketing variables on purchasing decisions. The results of the word of mouth test (X2) show t_count 5,024 . 1,993 and a significance of 0,000 < 0,05, so this shows that there is a significant positive influence between the word of mouth variable on purchasing decisions. The results of the F test show that the F_count value is greater than F_table, namely 56,109 > 2,73, so it can be concluded that there is a significant positive influence between digital marketing and word of mouth on Shopee online purchasing decisions. The results of the R Square determination test are 0,606 or 60,6%, which show that there is a simultaneous influence between variables X1 and X2 on variable Y of 60,6% and the remaining 39,4% is influenced by other variables.