Mutma'innah, Lail Nasru (2025) Pengaruh Digital Marketing Dan Electronic Word Of Mouth (E-WOM) Terhadap Keputusan Pembelian Produk Lipstick Wardah Di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the effect of digital marketing and electronic word of mouth (E-WOM) on the decision to purchase Wardah lipstick products in Surabaya. The research method used is quantitative with a Partial Least Square (PLS) approach through the SmartPLS program. The research population consists of Wardah lipstick consumers residing in Surabaya, with a sample of 98 respondents selected using non-probability sampling with purposive sampling. Primary data was collected through an online questionnaire and measured using a Likert scale. The results show that digital marketing has a positive and significant effect on purchasing decisions, with accessibility as the dominant factor. In addition, electronic word of mouth (E-WOM) also has a positive and significant effect on purchasing decisions, with the valence of opinion indicator being the biggest factor influencing these purchasing decisions. Simultaneously, digital marketing and electronic word of mouth (E-WOM) contribute significantly to increasing purchasing decisions for Wardah lipstick. Keywords: Digital Marketing; Electronic Word of Mouth (E-WOM); Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Lail Nasru Mutma’innah | ||||||||
| Date Deposited: | 12 Nov 2025 08:25 | ||||||||
| Last Modified: | 12 Nov 2025 08:25 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/46299 |
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