Indonesian Journal of Law and Economics Review
Vol 16 (2022): August
Production Management

The Influence of Digital Marketing, Brand Awareness, and Word of Mouth on Purchase Decisions
Pengaruh Digital Marketing, Brand Awareness, dan Word of Mouth Terhadap Keputusan Pembelian


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  • Berlina Andrianti,
  • Mas Oetardjo*
Berlina Andrianti
Universitas Muhammadiyah Sidoarjo, Indonesia
Mas Oetardjo
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v16i0.808
Published August 31, 2022
Keywords
  • Digital Marketing,
  • Brand Awareness,
  • Word Of Mouth,
  • Purchase Decision
How to Cite
Andrianti, B., & Oetardjo, M. (2022). The Influence of Digital Marketing, Brand Awareness, and Word of Mouth on Purchase Decisions. Indonesian Journal of Law and Economics Review, 16, 10.21070/ijler.v16i0.808. https://doi.org/10.21070/ijler.v16i0.808

Copyright (c) 2022 Berlina Andrianti, Mas Oetardjo

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This study aims to determine the effect of Digital Marketing, Brand Awareness, and Word Of Mouth on Purchase Decisions. This study uses a quantitative approach. Sampling in the study used accidental sampling technique, with the number of respondents as many as 95 respondents from Bund's Pizza consumers. Data collection techniques using questionnaires distributed through questionnaires. The data analysis technique in this study used multiple linear regression analysis. Data processing in this study used the software program SPSS 22 (Statistical Program For the Social Sciences). The results show that: Digital Marketing affects the Purchase Decision on Bund's Pizza Products, Brand Awareness affects the Purchase Decision on Bund's Pizza Products, and Word Of Mouth affects the Purchase Decision on Bund's Pizza Products. 

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