Pengaruh Digital Marketing, Word Of Mouth, dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Pada Konsumen Azarine di Kota Medan)

Abstract

The beauty industry is a sector that is experiencing rapid growth. Factors influencing the growth are increasing consumer confidence in local brands that offer quality products, affordable prices and ingredients that are adapted to Indonesia's skin and climate conditions. A brand that has successfully capitalized on the momentum of this beauty industry development is Azarine. This study aims to determine the effect of digital marketing, word of mouth and product quality on purchasing decisions. The effect of digital marketing, word of mouth and product quality will be analyzed partially and simultaneously on purchasing decisions. The form of research used is quantitative with an associative approach. The population in this study were all users of Azarine products in the Medan City area, with a sample of 100 respondents, with the sampling technique using purposive sampling. Primary data obtained by giving questionnaires directly and secondary data obtained through literature studies. The analysis method used is validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test and determination test and processed through SPSS software. The results of this study indicate that digital marketing has a significant positive effect on purchasing decisions obtained from the tcount value of 11.499> 1.985 with a significance level of 0.000 <0.05 and has a positive regression coefficient value of 0.164. The research results from word of mouth on purchasing decisions also have a positive and significant effect because the tcount value is 7.958> 1.985 with a significance level of 0.000 <0.05 and has a positive regression coefficient value of 0.155. Product quality on purchasing decisions has a positive effect, obtained a tcount value of 2.079> 1.985 with a significance level of 0.011 <0.05 and has a positive regression coefficient value of 0.044. In simultaneous testing between variables, the results show a simultaneous effect with the Adjusted R Square value obtained of 66.9%, while the remaining 33.1% is influenced by factors outside this research model.