The Influence of Digital Marketing, Online Customer Reviews, and Place On Purchasing Decisions
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study aims to analyze the influence of digital marketing, online customer reviews, and place on consumer purchasing decisions of Mie Gacoan in Bandar Lampung with a quantitative approach and explanatory research method. Data were collected through questionnaires using accidental sampling techniques and analyzed statistically descriptively through PLS-SEM using SmartPLS 4.0 software and MS Excel. Data analysis includes outer model tests, inner models, and hypothesis tests. The results of the study indicate that the three variables, namely digital marketing, online customer reviews, and place, significantly affect the consumer purchasing decisions of Mie Gacoan in Bandar Lampung. Then simultaneously, digital marketing, online customer reviews, and place significantly affect on consumer purchasing decisions of Mie Gacoan in Bandar Lampung.
Authors: Athiya Aradhana Utami, Arif Sugiono, May Roni
Institution: Lampung University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4410045579