Work

The Effect of Digital Marketing, Electronic Word of Mouth, and Lifestyle on Purchasing Decisions (Study on Vegetable Product MSMEs in Kediri Regency)

Year: 2024

Type: article

Abstract: This study investigates the influence of digital marketing, eWOM, and lifestyle on purchasing decisions for vegetable products in Kediri Regency. To measure the influence of digital marketing, eWOM, and lifestyle on purchasing decisions, this research uses a quantitative descriptive approach. It involved a population of MSME consumers of Vegetable Products in Kediri District, with 120 respondents chosen at random. Data is collected using a questionnaire and analyzed using validity, reliability, classical assumption tests, and multiple regression analysis. It took one month to finish this study, which began in August of 2024. The results of the analysis show that Digital Marketing, Electronic Word of Mouth, and Lifestyle significantly influence Purchasing Decisions in MSMEs of vegetable products in Kediri District, with Digital Marketing and eWOM contributing positively.

Source: Formosa Journal of Applied Sciences

DOI: 10.55927/fjas.v3i11.12111

Authors: Gleydis Harwida, Sudarmiatin, Ludi Wishnu Wardana

Institution: State University of Malang

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Zero hunger

Open Access status: diamond

OpenAlex ID: W4404956137

FWCI:

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