Pengaruh Digital Marketing Dan Word Of Mouth (WOM) Terhadap Keputusan Pembelian Produk Fungisida Merek Antracol Dikelurahan Nglinggo, Nganjuk

Ibrozziah, Luluk (2021) Pengaruh Digital Marketing Dan Word Of Mouth (WOM) Terhadap Keputusan Pembelian Produk Fungisida Merek Antracol Dikelurahan Nglinggo, Nganjuk. Skripsi thesis, Universitas Kadiri.

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Abstract

Study aims to determine the effect of Digital Marketing and Word Of Mouth partially and simultaneously on purchasing decisions of Antracol brand fungicide products in Nglinggo Village and to determine which variables are the most dominant. The method of taking the sample using the method of accidental sampling and purposive sampling . Respondents in this study were farmers in Nglinggo Village who used Antracol products. The number of samples is 32 respondents. The results of the study obtained the Digital Marketing variable and the Word Of Mouth . variable Simultaneously has a significant effect on purchasing decisions of Antracol brand fungicide products, with a calculated value of F count > F table ( 21,906 > 3,32 ). Partially Digital Marketing and Word Of Mouth have a significant effect on purchasing decisions for Antracol brand fungicides , with t count > t table ( 2.960 > 2.045 ) and t count > t table ( 2.824 > 2.045 ). Based on the t-test that Digital Marketing has the most dominant influence on consumer purchasing decisions because it has the greatest value with the calculated value of Digital Marketing > Word Of Mouth ( 2.960 > 2.824 ). Keywords: Digital Marketing, Wo rd Of Mouth. Buying decision

Item Type: Thesis (Skripsi)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi > Prodi Manajemen S1
Depositing User: NR Nurul Huda
Date Deposited: 23 Feb 2022 01:51
Last Modified: 23 Feb 2022 01:51
URI: http://repository.unik-kediri.ac.id/id/eprint/290

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