Work

The Effect of Green Marketing, Social Media Marketing, Word of Mouth And Service Quality on Purchasing Decisions

Year: 2024

Type: article

Abstract: The formulation of the problem in this research is: Does green marketing influence purchasing decisions? Does social media marketing influence purchasing decisions? Does word of mouth influence purchasing decisions? Does service quality influence purchasing decisions? The objectives of this research are: to determine the influence of green marketing on purchasing decisions, to determine the influence of social media marketing on purchasing decisions, to determine the influence of word of mouth on purchasing decisions, to determine the influence of service quality on purchasing decisions. This research is included in exploratory research. The population in this study is unknown, the number of samples in this study was 220. The analysis tool uses PLS. The research results show that green marketing has no significant effect on purchasing decisions, social media marketing has a significant effect on purchasing decisions, word of mouth has a significant effect on purchasing decisions, and service quality has a significant effect on purchasing decisions.

Source: Digital Innovation

DOI: 10.61132/digitalinnovation.v1i4.82

Authors: Dewi Murtiningsih, Robby Dharma, Yananto Mohadi Putra

Institutions: Mercu Buana University, Universitas Putra Indonesia "YPTK"

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4404093629

FWCI:

Cites:

Cited by:

Related to: 10