Pengaruh Promosi Digital dan Word of Mouth terhadap Keputusan Pembelian Konsumen Momoyo
DOI:
https://doi.org/10.46821/ijms.v5i1.806Keywords:
Promosi Digital, Word of Mouths, Keputusan PembelianAbstract
Penelitian ini bertujuan menganalisis pengaruh promosi digital dan word of mouth terhadap keputusan pembelian konsumen Momoyo di Kabupaten Lamongan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan regresi linier berganda. Hasil penelitian menunjukkan bahwa promosi digital dan word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan.
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