E-Jurnal Ekonomi dan Bisnis Universitas Udayana
VOLUME.12.NO.04.TAHUN.2023

PENGARUH KUALITAS LAYANAN, WORD OF MOUTH, DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS : INSTITUT BISNIS DAN TEKNOLOGI INDONESIA)

I Dewa Putu Gede Wiyata Putra (Unknown)
Ayu Gede Willdahlia (Teknik Informatika, Institut Bisnis dan Teknologi Indonesia (INSTIKI), Bali, Indonesia)
Made Dona Wahyu Aristana (Teknik Informatika, Institut Bisnis dan Teknologi Indonesia (INSTIKI), Bali, Indonesia)

Article Info

Publish Date
30 Apr 2023

Abstract

This study aims to examine the influence of digital marketing, word of mouth, and service quality on purchasing decisions at the Indonesian Business and Technology Institute (INSTIKI) as an effort to increase student enrollment amid the Covid-19 pandemic. The study was conducted using multiple linear regression methods involving 100 first-semester student respondents. The results of the study indicate that digital marketing, word of mouth, and service quality have a significant positive effect on purchasing decisions. The R² value shows that the influence of these three variables can only explain about 44.8 percent of the variation in purchasing decisions, while 55.2 percent are attributed to other factors. The results of this study are expected to assist the marketing team at INSTIKI in determining strategies to increase new student enrollment

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Journal Info
E-Jurnal Ekonomi dan Bisnis Universitas Udayana
Website

Abbrev

EEB

Publisher

Universitas Udayana

Subject

Economics, Econometrics & Finance Education

Description

E-Jurnal Ekonomi dan Bisnis Universitas Udayana (EEB) is an electronic scientific journal that publishes the results of economic and business studies. EEB is published periodically every month with an online format. EEB Editor receives written results of studies in the fields of economics, ...