| dc.description.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. | en_US |
