Pengaruh Digital Marketing dan E-WOM Terhadap Purchase Decision Konsumen Pada Brand Fashion
DOI:
https://doi.org/10.47065/arbitrase.v6i3.3005Keywords:
Digital Marketing; Electronic Word of Mouth; Purchase Decision; Fashion Local; SPSSAbstract
The rapid development of digital technology has transformed marketing communication patterns, including within the local fashion industry. This study aims to analyze the influence of Digital Marketing and Electronic Word of Mouth (e-WOM) on consumer Purchase Decisions at Hanoon Industries. A descriptive quantitative method was employed, with data collected through questionnaires distributed to consumers who had previously purchased Hanoon products online. Data analysis involved validity and reliability testing, classical assumption tests, and multiple linear regression using SPSS. The results indicate that Digital Marketing and e-WOM have a positive and significant effect both partially and simultaneously on Purchase Decisions. Digital marketing activities such as visual content, social commerce features, and influencer collaborations were found to increase consumer purchase interest, while e-WOM in the form of reviews, ratings, and testimonials strengthened consumer trust in making purchase decisions. This study recommends enhancing digital marketing strategies and optimizing positive e-WOM to further support purchase decisions. Future research is suggested to include additional variables such as brand image or perceived value to expand the research model. The results of the study show that Digital Marketing has a positive and significant effect on Purchase Decision with a significance value of 0.000 (p < 0.05) and a regression coefficient of 0.412. Electronic Word of Mouth (e-WOM) also has a positive and significant effect on Purchase Decision with a significance value of 0.000 (p < 0.05) and a regression coefficient of 0.367. Simultaneously, Digital Marketing and e-WOM are able to explain 62.4% of the variation in Hanoon Industries consumer purchasing decisions.
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