Analysis of The Effect of Digital Word of Mouth (WOM) Marketing To Customer Purchase Decision

Bunga Indah Bayunitri ()
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Bunga Indah Bayunitri: Economy Faculty of Widyatama University, Indonesia Author-2-Name: Fitri Nuraeni Author-2-Workplace-Name: Economy Faculty of Widyatama University, Indonesia Author-3-Name: Nenden Desi Author-3-Workplace-Name: Economy Faculty of Widyatama University, Indonesia

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Abstract: "Objective � The study aims to explore the effect of digital Word of Mouth (WOM) marketing on customer purchase decision. Methodology/Technique � Types of research are a descriptive analysis and causal also measuring a conclusion by using a regression analysis and for hypothesis testing using t-test and F-test. Findings � The results of this research indicated that digital word of mouth marketing is effective and also has a influenced on customer purchase decision. The results show that digital word of mouth marketing included in the criteria of �Effective�, this means that customer respondents had a positive view about digital word of mouth marketing at Dusun Bambu by using these indicators: Talking, Promoting, and Selling. Novelty � It is suggested that the company can increase the quantity of purchases in one transaction by cooperating with local tour and travel agents in order to raise the number of visitors."

Keywords: Digital Word of Mouth; Dusun Bambu; Marketing; Purchase Decision; Tourism. (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Pages: 5
Date: 2017-07-13
New Economics Papers: this item is included in nep-mkt, nep-pay, nep-sea and nep-tur
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Published in Journal of Management and Marketing Review, Volume 2, Issue 3

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