Published date: Jun 04 2024

Journal Title: KnE Social Sciences

Issue title: 1st International Conference on Economic, Management, and Accounting (ICEMA)

Pages: 157–168

DOI: 10.18502/kss.v9i17.16320

Vina AyuningrumvManagement Department, Universitas Muria, Indonesia

Nurul Rizka ArumsariManagement Department, Universitas Muria, Indonesia

Keke Tamara Fahirafebumk.nra@gmail.comManagement Department, Universitas Muria, Indonesia

This research aims to determine the influence of digital marketing, e-WOM, and trust on purchasing decisions on blibli.com e-commerce in Kudus. This research uses a quantitative approach with primary data sources. The population of this research comprises all blibli.com e-commerce consumers in Kudus, the exact number of which is not known. The sample was determined using purposive sampling techniques, with a sample size of 115 respondents. The data analysis methods employed include the classical assumption test, multiple linear regression analysis, t and F hypothesis tests, and the coefficient of determination test. The research results indicate that: (1) there is a positive influence of digital marketing on purchasing decisions; (2) there is a positive influence of e-WOM on purchasing decisions; (3) there is no influence of trust on purchasing decisions; (4) there is a simultaneous influence between digital marketing, e-WOM, and trust on purchasing decisions on e-commerce blibli.com in Kudus.

Keywords: digital marketing, e-WOM, trust, purchasing decisions

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