Pengaruh Digital Marketing, Word of Mouth dan Kepercayaan terhadap Keputusan Pembelian Mobil Suzuki pada PT Megah Putra Sejahtera Kota Makassar

Tenri Wahyu Ramadani, Buyung Romadhoni, Muchriady Muchran

Abstract


This study aims to examine and analyze the influence of digital marketing, word of mouth, and trust on purchasing decisions for Suzuki cars at PT. Megah Putra Sejahtera in Makassar. The research adopts a quantitative approach with a survey design. Data was collected through a questionnaire distributed to 160 customers of PT. Megah Putra Sejahtera. The data analysis technique used is path analysis. The results show that digital marketing and word of mouth have a positive and significant impact on customer trust. Trust, in turn, significantly affects the purchasing decision for Suzuki cars. However, the direct impact of digital marketing and word of mouth on purchasing decisions, without the mediation of trust, was not found to be significant. These findings suggest that customer trust is an important mediating variable in the relationship between digital marketing, word of mouth, and purchasing decisions. The study recommends that future research consider additional variables such as service quality, product quality, and reference groups to further enrich the analysis of purchasing decision-making.

Keywords


Digital marketing, word of mouth, trust, purchasing decisions, path analysis.

Full Text:

PDF

References


Anastasiei, B., Dospinescu, N., 2019. Electronic word-of-mouth for online retailers: Predictors of volume and valence. Sustainability (Switzerland), 11(3).

Andirwan, A., Asmilita, V., Zhafran, M., Syaiful, A., Beddu, M., 2023. Strategi Pemasaran Digital : Inovasi untuk Maksimalkan Penjualan Produk Konsumen di Era Digital. JIMAT: Jurnal Ilmiah Multidisiplin Amsir, 2(1), 155–166.

Aprila, D., Andriani, W., Ananto, R. P., 2023. Financial Management of Nagari Owned Enterprises (BUMNAG) and Its Impact on Community Welfare. Jurnal Akuntansi Bisnis, 16(2), 210–225.

Asysyfaa, W. O. N., Juharsah, J., Putera, A., Putri, T. N., Windayani, W., 2024. Analisis penerapan digital marketing dalam meningkatkan penjualan. Jurnal Manajemen Dan Kewirausahaan, 16(2), 38–47.

Azwar, A., Windi Ani, N., Tauhidta Arla Putri, A., 2022. Pengaruh Digital Marketing, Inovasi, dan Word of Mouth terhadap Keputusan Pembelian. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(3), 1383–1395.

Butt, A. H., Ahmad, H., Muzaffar, A., Irshad, W., Mumtaz, M. U., Zubair Ahmad Khan, T., 2024. WeChat gamification: mobile payment impact on word of mouth and customer loyalty. Spanish Journal of Marketing - ESIC.

Jannati, A., Mahirun, M., Nurhayati, S., 2022. Pengaruh Digital Marketing terhadap Keputusan Pembelian pada Market Shopee. Buletin Bisnis & Manajemen, 10(1), 1–52.

Kuester, S., Konya-Baumbach, E., Schuhmacher, M. C., 2018. Get the show on the road: Go-to-market strategies for e-innovations of start-ups. Journal of Business Research, 83(October 2016), 65–81.

Malhotra, N., Birks, D., 2007, Marketing Research: An Applied Approach. Prentice Hall.

Marsalin, D. A., Hendratmoko, C., 2023. Pengaruh Kepercayaan, Kemudahan, Brand Image Dan Kualitas InformasiTerhadap Keputusan Pembelian Pada Pengguna E-Commerce Shopee(Studi Kasus pada Pengguna Aplikasi Shopee di Kota Sukoharjo). Jurnal Bintang Manajemen (JUBIMA), 1(3), 192–214.

Putri, A. W., Andriani, W., Surya, F., 2022. Pengaruh Perceived Usefulness, Ease of Use, Security dan Risk terhadap Penggunaan E-wallet pada Mahasiswa Politeknik Negeri Padang. Accounting Information System, Taxes and Auditing Journal (AISTA Journal), 1(2), 80–87.

Rizkyla, Z., Meuthia, R. F., Rosita, I., 2024. the Influence of Perceived Ease of Use, Perceived Usefulness, and Trust As Intervening Variables on Interest in Using Digital Banks Among Millennial Generation (Gen Y) & Generation Z (Gen Z). Jurnal Riset Akuntansi Politala, 7(1), 94–107.

Sugiarto. 2022. Metodologi Penelitian Bisnis Andi.

Syahza, A., 2021. Metodologi Penelitian, Edisi Revisi, Unri Press.




DOI: http://dx.doi.org/10.33087/ekonomis.v9i2.2325

Refbacks

  • There are currently no refbacks.


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

Ekonomis: Journal of Economics and Business Published by Lembaga Penelitian dan Pengabdian kepada Masyarakat
Adress: LPPM Universitas Batanghari, Jl.Slamet Ryadi, Broni-Jambi, Kec.Telanaipura, Kodepos: 36122, email: ekonomis.unbari@gmail.com, Phone: 0741-670700

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