PENGARUH DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DENGAN ONLINE STORE AWARENESS SEBAGAI VARIABEL INTERVENING (Studi Pada Generasi Milenial Pengguna Shopee Selama Pandemi Covid-19 di Kota Madiun)

Abstract

This study uses a quantitative approach with a path analysis model. The research population is the millennial generation of Shopee users during the Covid-19 pandemic in Madiun City, the number of which is not known with certainty. Determination of the number of samples refers to Roscoe’s opinion. So that obtained a sample of 100 people determined by purposive sampling technique. The research instrument is a questionnaire that has been tested for validity and reliability. The data analysis technique used the Partial Least Square (PLS) method with SmartPLS version 3.0 software. The results of the study prove that: (1) Digital marketing has no effect on online purchasing decisions of the millennial generation of Shopee users during the Covid-19 pandemic in Madiun City, (2) Electronic word of mouth and online store awareness affect online purchasing decisions of the millennial generation of Shopee users during the Covid-19 pandemic in Madiun City, (3) Digital marketing and electronic word of mouth affect online store awareness of the millennial generation of Shopee users during the Covid-19 pandemic in Madiun City, (4) Digital marketing and electronic word of mouth Mouth has an effect on online purchasing decisions for the millennial generation of Shopee users during the Covid-19 pandemic in Madiun City with online store awareness as an
intervening variable.
Keywords: Digital Marketing, Electronic Word of Mouth, Purchase Decisions, Online Store
Awareness