Pengaruh Pemasaran Digital dan Getuk Tular Terhadap Keputusan Pembelian

  • Margaretha Sartien Kabanga Politeknik Negeri Kupang
  • Yefta Sanam Politeknik Negeri Kupang
DOI: https://doi.org/10.51135/PublicPolicy.v4.i2.p554-573
Keywords: Digital Marketing, Word of Mouth, Purchase, Purchase Decision

Abstract

This study aims to investigate the influence of digital marketing and word of mouth on the purchase decision at Papa Ganteng Kupang Coffee Shop. The research adopts an associative approach and collects data through a questionnaire distributed to Papa Ganteng Kupang Coffee Shop customers. The required sample for this study is 100 respondents, selected using a purposive sampling technique. Data analysis includes instrument quality tests, classical assumption tests, and multiple linear regression analysis using SPSS software. The research findings reveal that digital marketing and word of mouth have a significant positive impact, both simultaneously and partially, on the purchase decision at Papa Ganteng Kupang Coffee Shop. Furthermore, it is evident that digital marketing exerts a more dominant influence compared to word of mouth, as it is more effective in shaping the purchase decision at Papa Ganteng Kupang Coffee Shop.

 

Downloads

Download data is not yet available.

References

Arianty, N. (2016). Pengaruh Promosi dan Merek Terhadap Keputusan Pembelian. Kumpulan Jurnal Dosen UMSU, 4(2), 76–87, https://jurnal.umsu.ac.id/index.php/kumpulandosen/article/view/1191/pdf_399.

Chaffey, D. (2016). Digital Marketing (6th ed.). Pearson Education.

Finanda, I. R., & Wiwaha, A. (2017). Pengaruh Word of Mouth dan Brand Image Terhadap Keputusan Penggunaan Salon Kecantikan pada Konsumen Miloff Beauty Bar. Jurnal Ilmiah WIDYA Ekonomika, 1(2), 134–140, https://media.neliti.com/media/publications/177756-ID-pengaruh-word-of-mouth-dan-brand-image-t.pdf.

Harahap, Mangara A. Khair. (2013). Analisis Pengaruh Brand Image dan Word of Mouth (WOM) Terhadap Proses Keputusan Pembelian Handphone Blackberry (Studi Kasus Pada Mahasiswa FE UNY). Skripsi. Yogyakarta : Fakultas Ekonomi Universitas Negeri Yogyakarta, https://eprints.uny.ac.id/16141/1/SKRIPSI%20MANGARA.pdf.

Istiqamah, M., Tirtayasa, S., & Pasaribu, H. K. (2021). Pengaruh Kualitas Produk Harga Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Sebagai Variabel Intervening. Jurnal AKMAMI (Akuntansi, Manajemen, Ekonomi), 2(1), 68–78, https://jurnal.ceredindonesia.or.id/index.php/akmami/article/view/128/pdf.

Khoziyah & Lubis. (2021). Pengaruh Digital Marketing Terhadap Keputusan Pembelian Followers Online Shop Instagram. Jurnal Ilmu Komunikasi, Vol. 10 No. 1, Maret 2021: Hal. 39-50, https://jkms.ejournal.unri.ac.id/index.php/JKMS/article/view/7454.

Kotler, P., & Amstrong. (2018). Principles Of Marketing (Seventeenth Edition). Brithish Library Cataloguing-in-Publication Data.

Kotler, P., & Keller, K. L. (2016b). Marketing Management (Edition 16). New Jersey: Pearson.

Mustakim, S. A. (2019). Analisis Pengaruh Word of Mouth, Brand Awareness dan Region of Origin Terhadap Keputusan Pembelian di Warung Lesehan Bebek Goreng Asli Gunung Kidul. Jurnal Bisnis, Manajemen Dan Perbankan, 5(1), 20–29, https://jbmp.umsida.ac.id/index.php/jbmp/article/view/1588/1814.

Pratiwi, Y. R., & Lubis, E. E. (2017). Pengaruh Word of Mouth Communication Terhadap Keputusan Pembelian Konsumen pada Boardgame Lounge Smart Cafe Pekanbaru. Jurnal Online Mahasiswa Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Riau, 4(1), 1–15, https://jom.unri.ac.id/index.php/JOMFSIP/article/view/12124/11769.

Ryan, D. (2014). Understanding Digital marketing. Kogan Page Publishers

Saputra, G. W., & Ardani, I. G. A. K. S. (2020). Pengaruh Digital Marketing, Word of Mouth dan Kualitas Pelayanan Terhadap Keputusan Pembelian. E Jurnal Manajemen, 9(7), 2596–2620, https://ojs.unud.ac.id/index.php/Manajemen/article/download/58393/35427.

Sernovitz, A. (2012). Word of Mouth Marketing How Smart Companies Get People Talking. Greenleaf Book Group Express.

Silvia. (2022). Pengaruh Strategi Pemasaran Digital, Word of Mouth, Brand Image dan Harga Terhadap Keputusan Pembelian Ucok Durian Medan. Skripsi. Medan: Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Sumatera Utara, http://repository.umsu.ac.id/xmlui/handle/123456789/18954.

Sugiyono. (2014). Metode Penelitian Kuantitatif dan R & D. Bandung: Alfabeta.

Published
2023-08-27
How to Cite
Kabanga, M., & Sanam, Y. (2023). Pengaruh Pemasaran Digital dan Getuk Tular Terhadap Keputusan Pembelian. Public Policy ; Jurnal Aplikasi Kebijakan Publik Dan Bisnis, 4(2), 554-573. https://doi.org/10.51135/PublicPolicy.v4.i2.p554-573
Issue
Vol 4 No 2 (2023): Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis
Section
Articles

Copyright (c) 2023 Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors whose manuscripts are published in the Journal of Public Policy must agree to the following terms;

  1. Publication rights for all manuscript materials published are held by the editorial board with the author's consent.
  2. The legal formalities for digital access to the Journal of Public Policy are subject to the Creative Commons Attribution Sharealike (CC BY SA) license, which means the Journal of Public Policy has the right to store, redistribute, reformat, manage in a database, maintain, and publish the manuscript without seeking permission from the author as long as the author's name is included as the copyright owner.
  3. Published manuscripts are open access for the purpose of disseminating research results. Besides this purpose, the editorial board is not responsible for copyright law violations.