The Influence of Digital Marketing, E-WOM, and Trust on Purchasing Decisions at blibli.com: A Case Study of blibli.com E-Commerce Consumers in Kudus

Abstract

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