THE INFLUENCE OF DIGITAL MARKETING AND ELECTRONIC WORD OF MOUTH ON PURCHASING DECISIONS WITH PURCHASE INTENTION AS AN INTERVENING VARIABLE ON THANKSINSOMNIA PRODUCTS ON SHOPEE (EMPIRICAL STUDY ON THE COMMUNITY IN MADIUN CITY)

Herlinda Chandra Nur Aisyah, Heny Sidanti, Hendra Setiawan

Abstract


This research examines how Digital Marketing and Electronic Word of Mouth (e-WOM) affect purchasing decisions for Thanksinsomnia products sold through Shopee, with purchase intention serving as an intervening variable. A quantitative approach was applied to 385 respondents, and the relationships among variables were examined using SEM-PLS with SmartPLS 3.0. The findings show that both Digital Marketing and e-WOM significantly influence purchase intention and purchasing decisions. However, purchase intention does not significantly affect purchasing decisions and does not mediate either the Digital Marketing or e-WOM relationship with purchasing decisions. The evidence therefore indicates that the two independent variables affect purchasing decisions directly.


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References


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