Influence of digital marketing, word of mouth, and price perceptions on purchasing decisions product uses home credit
Keywords:
Purchase Decision, Digital Marketing, Word of Mouth, Price PerceptionAbstract
This research was conducted to know the influence of digital marketing, word of mouth, and price perceptions on product purchasing decisions using Home Credit. This research uses a population of Home Credit consumers, while the sampling technique used is purposive sampling. The number of samples in this research was 112 consumers. The technique used in data collection is a questionnaire. Data from the results of distributing questionnaires was processed using Partial Least Square (PLS). The results obtained in this research are that digital marketing contributes to the decision to purchase products using Home Credit, word of mouth contributes to the decision to purchase products using Home Credit, and price perception contributes to the decision to purchase products using Home Credit.
Downloads
References
Amalia, A, and I Mardian. “Pengaruh Digital Marketing Dan Word of Mouth Terhadap Keputusan Pembelian Pada Butik Putri Agata.” Equilibria 9, no. 1 (2022): 47–57.
Ammalia, Nuuru Rizky, and Supriyono Supriyono. “Kualitas Produk Dan Persepsi Harga Terhadap Keputusan Pembelian.” Journal of Management and Bussines (JOMB) 4, no. 2 (2022): 1018–28. https://doi.org/10.31539/jomb.v4i2.4766.
Arief Baehaqi, Mohammad, Fakultas Ekonomi, and Universitas Sarjanawiyata Tamansiswa. “Pengaruh Persepsi Harga, Kualitas Produk Terhadap Customer Satisfaction Dan Keputusan Pembelian Konsumen Ida Bagus Nyoman Udayana (2) Henny Welsa (3) (1)(2)(3)Prodi Manajemen” 4, no. 1 (2022): 21–33. https://doi.org/10.32795/widyamanajemen.v4i1.
Bachri, Syamsul, Setiawan M Putra, Erwan S Farid, and Darman. “The Digital Marketing to Influence Customer Satisfaction Mediated By Purchase Decision.” Journal of Applied Management 21, no. 3 (2023): 578–92.
Chaerudin, Satria Mulia, and Afriapoll Syafarudin. “The Effect Of Product Quality, Service Quality, Price On Product Purchasing Decisions On Consumer Satisfaction.” Ilomata International Journal of Tax and Accounting 2, no. 1 (2021): 61–70. https://doi.org/10.52728/ijtc.v2i1.202.
Eli Achmad Mahiri. “Pengaruh Brand Image Dan Store Atmosphere Terhadap Keputusan Pembelian Pada Konsumen Badan Usaha Milik Desa (BUMDES) Mart Banjaran.” Coopetition : Jurnal Ilmiah Manajemen 11, no. 3 (2020): 227–38. https://doi.org/10.32670/coopetition.v11i3.154.
Ena, Maria Yalinta, Antonio E L Nyoko, and Wehelmina M Ndoen. “Pengaruh Persepsi Harga, Kualitas Pelayanan, Lokasi Dan Word of Mouth Terhadap Keputusan Pembelian Di Chezz Cafenet.” Journal of Management : Small and Medium Enterprises (SMEs) 10, no. 3 (2020): 299–310. https://doi.org/10.35508/jom.v10i3.1998.
Fattah AL-AZZAM, Abdel, and Khaled Al-mizeed. “The Effect of Digital Marketing on Purchasing Decisions: A Case Study in Jordan.” Journal of Asian Finance 8, no. 5 (2021): 455–63. https://doi.org/10.13106/jafeb.2021.vol8.no5.0455.
Fauzi, Dandy Hafidh Fauzi, and Hapzi Ali. “Determination of Purchase and Repurchase Decisions: Product Quality and Price Analysis (Case Study on Samsung Smartphone Consumers in the City of Jakarta).” Dinasti International Journal of Digital Business Management 2, no. 5 (2021): 794–810. https://doi.org/10.31933/dijdbm.v2i5.965.
Hossain, Md Manik, Saiful Kabir, and Rezwanul Islam Rezvi. “Influence of Word of Mouth on Consumer Buying Decision : Evidence from Bangladesh Market Machine Translated by Google Influence of Word of Mouth on Consumer Buying Decision : Evidence from Bangladesh Market .” European Journal of Business and Management 9, no. 12 (2017): 38–45.
Khoziyah, Siti, and Evawani Elysa Lubis. “Pengaruh Digital Marketing Terhadap Keputusan Pembelian Followers Online Shop Instagram @KPopConnection.” Jurnal Ilmu Komunikasi 10, no. 1 (2021): 39–50.
Kotler, Philip, and Gary Armstrong. Principles of Marketing. New York: Pearson Education, 2021.
Ling, Tjong Su, and Anton Widio Pratomo. “Pengaruh Brand Image, Persepsi Harga Dan Word Of Mouth Terhadap Keputusan Pembelian Konsumen The Highland Park Resort Hotel Bogor.” Jurnal Ilmiah Pariwisata Kesatuan 1, no. 1 (2020): 31–42. https://doi.org/10.37641/jipkes.v1i1.325.
Liswandany, Felicia, Supriyono, and Zumrotul Fitriyah. “Pengaruh Lokasi Dan Word of Mouth Terhadap Keputusan Pembelian Pada Dolan Kopi Surabaya.” SEIKO : Journal of Management & Business 5, no. 2 (2022): 71–80.
Lombok, Viedy Virginia, and Reitty L Samadi. “Pengaruh Brand Image, Brand Trust Dan Digital Marketing Terhadap Keputusan Pembelian Konsumen Pada Produk Emina (Studi Kasus Pada Mahasiswa Universitas Sam Ratulangi).” Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi 10, no. 3 (2022): 953. https://doi.org/10.35794/emba.v10i3.43524.
Mehek, Afreen. “Marketing Management: Influences the Business Pattern in an Organization.” International Journal for Research in Applied Science and Engineering Technology 8, no. 7 (2020): 308–11. https://doi.org/10.22214/ijraset.2020.7051.
Mubarok, Muhammad Mufti. “The Effect of Brand Image and Consumer Attitudes on The Decision to Purchase Batik Jetis Sidoarjo Mediated by Interest to Buy.” Journal of Economics, Business & Accountancy Ventura 21, no. 1 (2018): 105–16. https://doi.org/10.14414/jebav.v21i1.1134.
Nisa, Khairun. “Pengaruh Persepsi Harga, Citra Merek Dan Word Of Mouth Terhadap Keputusan Pembelian (Studi Produk Kopi Janji Jiwa Tanjung Duren Jakarta).” Jurnal Ilmu Manajemen Terapan 4, no. 1 (2022): 13–37.
Onsardi, Onsardi, Sri Ekowati, Ade Tiara Yulinda, and Megawati Megawati. “Dampak Digital Marketing, Brand Image Dan Relationship Marketing Terhadap Keputusan Pembelian Konsumen Lina Ms Glow Kota Bengkulu.” Creative Research Management Journal 5, no. 2 (2022): 10. https://doi.org/10.32663/crmj.v5i2.3096.
Robi’ah, Dinka Wardah, and Medi Nopiana. “Pengaruh Persepsi Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skincare Avoskin.” YUME : Journal of Management 5, no. 1 (2022): 433–41. https://doi.org/10.37531/yume.vxix.235.
Saputra, Gede Wisnu, and I Gusti Agung Ketut Sri Ardani. “Pengaruh Digital Marketing, Word of Mouth, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian.” E-Jurnal Manajemen Universitas Udayana 9, no. 7 (2020): 2596. https://doi.org/10.24843/ejmunud.2020.v09.i07.p07.
Yolandha, Dwi Putri, Wahyu Eko Setianingsih, and Nursaidah. “Pengaruh Digital Marketing, Electronic Word Of Mouth Dan Harga Terhadap Keputusan Pembelian Konsumen Pada UMKM Pia Gandrung Glenmore.” Manajemen / Ekonomi Dan Bisnis, Universitas Muhammadiyah Jember, Indonesia, 2022, 439–52.