Pengaruh Digital Marketing Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Di Pojok Kesawan Kafe

Abstract

Penelitian ini bertujuan untuk menguji dampak dari promosi dari mulut ke mulut secara elektronik dan pemasaran digital terhadap keputusan pembelian di Pojok Kesawan Cafe. Penelitian ini menggunakan desain penelitian deskriptif kuantitatif, dan dinilai menggunakan perangkat lunak SPSS 27 dan metodologi berbasis regresi linier berganda. kuesioner untuk mengumpulkan data. Pelanggan yang mengunjungi Pojok Kesawan Cafe antara September dan November 2024 menjadi populasi penelitian, dan ada 92 responden dalam sampel penelitian. Pengambilan sampel secara purposif digunakan dalam prosedur pengumpulan sampel. Pengujian instrumen, pengujian regresi linier berganda, pengujian asumsi klasik, dan pengujian hipotesis semuanya digunakan dalam proses analisis data. Menurut temuan penelitian, keputusan pembelian pelanggan Pojok Kesawan Cafe dipengaruhi secara positif dan signifikan oleh (1) pemasaran digital dan (2) promosi dari mulut ke mulut secara elektronik. Examining the impact of electronic word-of-mouth and digital marketing on purchasing decisions at Pojok Kesawan Cafe is the goal of this study. This study employs a quantitative, descriptive research design, and it is assessed using the SPSS 27 software and a multiple linear regression-based methodology. questionnaires for gathering data. Customers that visited Pojok Kesawan Cafe between September and November 2024 made up the study's population, and there were 92 respondents in the research sample. Purposive sampling was employed in the sample collecting procedure. Instrument testing, multiple linear regression testing, classical assumption testing, and hypothesis testing were all employed in the data analysis process. According to the study's findings, Pojok Kesawan Cafe customers' purchasing decisions are positively and significantly impacted by both (1) digital marketing and (2) electronic word-of-mouth.