Pengaruh Digital Marketing, E-Word of Mouth, dan Product Innovation Terhadap Keputusan Pembelian pada Produk Skincare Kahf

Abstract

This research aims to determine and analyze the influence of digital marketing, eword of mouth, and product innovation on purchasing decisions regarding Kahf skincare products. This study is associative in nature and employs quantitative data. The population consists of students from four top faculties at the University of North Sumatra: Faculty of Economics and Business, Faculty of Law, Faculty of Medicine, and Faculty of Psychology. The sample size is 100 individuals selected through purposive sampling criteria, including active undergraduate students from 2020 to 2023, active users of social media and/or e-commerce following Kahf's accounts, and who have purchased Kahf skincare products at least once. The data analysis utilizes multiple linear regression using SPSS 29. The findings indicate that collectively, digital marketing, e-word of mouth, and product innovation significantly and positively influence purchasing decisions. Individually, digital marketing, e-word of mouth, and product innovation also have significant positive effects on purchasing decisions regarding Kahf skincare products. Furthermore, based on the coefficient of determination, the independent variables collectively explain 64.8% of the variance in the dependent variable.