Pengaruh Digital Marketing, Word of Mouth Terhadap Keputusan Pembelian Pada UMKM Bos Salad
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Institusion
Politeknik Negeri Bengkalis
Author
Febriyanti, Shintia
Subject
574 Pemasaran
Datestamp
2024-08-22 14:11:04
Abstract :
Bos Salad is one of the Micro, Small and Medium Enterprises (UMKM) whose potential for growth is faster than other UMKM in Bengkalis City. From the owner of Bos Salad who only opened a food stand at home and events to having a Bos Salad outlet which was founded in 2018. From the beginning of its stand, Bos Salad has implemented a marketing strategy through Digital marketing and Word of mouth. The purpose of this study was to determine: (1) the effect of Digital marketing on purchasing decisions at UMKM Bos Salad. (2) the influence of Word of mouth on purchasing decisions at UMKM Bos Salad. (3) the simultaneous influence of Digital marketing and Word of mouth on purchasing decisions at UMKM Bos Salad. This research is a type of quantitative research using primary data sources. The sampling technique used Accidental Sampling with a total of 100 respondents. Data collection using a questionnaire and analyzed using SPSS version 20 with Validity Test, Reliability Test, Classical Assumption Test, Multiple Correlation Test, Multiple Linear Regression Test and Hypothesis Test (T Test) and (F Test). The results showed that: (1) there is an influence of Digital marketing on purchasing decisions at UMKM Bos Salad. (2) there is an influence of Word of mouth on purchasing decisions at UMKM Bos Salad. (3) there is a simultaneous influence of Digital marketing and Word of mouth on purchasing decisions at UMKM Bos Salad.
Bos Salad is one of the Micro, Small and Medium Enterprises (UMKM) whose potential for growth is faster than other UMKM in Bengkalis City. From the owner of Bos Salad who only opened a food stand at home and events to having a Bos Salad outlet which was founded in 2018. From the beginning of its stand, Bos Salad has implemented a marketing strategy through Digital marketing and Word of mouth. The purpose of this study was to determine: (1) the effect of Digital marketing on purchasing decisions at UMKM Bos Salad. (2) the influence of Word of mouth on purchasing decisions at UMKM Bos Salad. (3) the simultaneous influence of Digital marketing and Word of mouth on purchasing decisions at UMKM Bos Salad. This research is a type of quantitative research using primary data sources. The sampling technique used Accidental Sampling with a total of 100 respondents. Data collection using a questionnaire and analyzed using SPSS version 20 with Validity Test, Reliability Test, Classical Assumption Test, Multiple Correlation Test, Multiple Linear Regression Test and Hypothesis Test (T Test) and (F Test). The results showed that: (1) there is an influence of Digital marketing on purchasing decisions at UMKM Bos Salad. (2) there is an influence of Word of mouth on purchasing decisions at UMKM Bos Salad. (3) there is a simultaneous influence of Digital marketing and Word of mouth on purchasing decisions at UMKM Bos Salad.
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