Pengaruh Digital Marketing, Word Of Mouth dan Brand Awareness Terhadap Purchase Decision Produk Livin’ By Mandiri Pada PT. Bank Mandiri (Persero) Tbk di Kantor Cabang Sumbawa

Muhammad Mujahid Nasrullah, Sherwin Ary Busman

Abstract

This research aims to examine the effect of digital marketing, word of mouth and brand awareness on purchase decisions for livin' by mandiri products at PT. Bank Mandiri (Persero) Tbk at the Sumbawa Branch Office. This research uses a quantitative method with an associative approach. Determination of the sample in this research using the Paul Leddy’s formula through non-probability sampling technique with purposive sampling method and obtained a total of 96 research samples. The sampling method was obtained through a non-probability sampling technique with a purposive sampling method. The data analysis technique in this research used multiple linear regression analysis and the analysis tool used was the Statistical Program for Social Science (SPSS) 25 for windows application. The results of the analysis in this research indicate that digital marketing, word of mouth and brand awareness partially have a positive and significant effect on purchase decisions.

 

Keywords

Digital Marketing, Word of Mouth, Brand

Full Text:

PDF

References

Ali, K. (2020). Pengaruh Promosi Melalui Media Sosial Dan Word of Mouth terhadap Keputusan Konsumen Memilih Wedding Organizer (Studi pada Konsumen Art Project Lampung di Kecamatan Trimurjo Lampung Tengah). Jurnal Manajemen dan Bisnis, 1(2), 11-24.

Arikunto. (2018). Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.

Asaniyah, N. (2017). Pelestarian Informasi Koleksi Langka: Digitalisasi, Restorasi, Fumigasi. Buletin Perpustakaan Universitas Islam Indonesia Yogyakarta, 57, 85-94.

Gima, S. & Emmanuel, F. (2017). Pengaruh Kemasan, Kewajaran, Harga dan Brand Awareness terhadap Brand Loyalty (Studi Kasus pada Wisatawan Nusantara di Kartika Sari Bandung). Jurnal Manajemen Maranatha, 17(1), 1-14.

Goel, R., et al. (2017). An Empirical Study to Enquire the Effectiveness of Digital Marketing in the Challenging Age with Reference to Indian Economy. Pertanika Journal of Social Sciences & Humanities, 25(4).

Kotler, P. & Keller, K. L. (2012). Manajemen Pemasaran (12th). Jakarta: Erlangga

Ledesman, M. (2018). Pengaruh Manfaat, Kepercayaan dan Kemudahan Penggunaan terhadap Minat Nasabah Menggunakan Layanan Mobile Banking. [Universitas Islam Negeri Raden Intan]. http://repository.radenintan.ac.id.

Nasdini, Y. (2012). Digital Marketing Strategis that Millennials Find Appealing, Motivating, or Just Annoying. Journal of Strategic Marketing, 9(6), 489-499.

Oviodou. (2009). The Importance of Brand Awareness in Consumers’ Buying Decision and Perceived Risk Assessment [Babes-Bolyai University of Cluj-Napoca]

Satyo, F. (2009). Intellectual Capital. Jakarta: Gramedia Pustaka Utama.

Sernovitz, A. (2009). Word of Mouth Marketing: How Smart Companies Get People Talking (Revised Edition). New York: Kaplan Publishing.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif R&D. Bandung: Alfabeta.

DOI: https://doi.org/10.5281/zenodo.8114312

Refbacks

  • There are currently no refbacks.