The Influence of Digital Marketing on Purchase Decision on Culture Products at Viera Oleh - Oleh in Pekanbaru City
), Lailan Tawila Berampu(2), Sri Wahyuni Wildah(3),
(1) Universitas Riau
(2) Universitas Riau
(3) Universitas Riau
Corresponding Author
Abstract
this study aims to find out and analyze how the Influence of Digital Marketing on Purchase Decion on Culture Products in Viera Oleh-Oleh of Pekanbaru City. This study used 112 respondents as samples taken from the purposive sampling technique. The approach used in this study is quantitative by using the Partial Least Square model and SmartPls 4.0 software as tools for this research. The results of this study reveal that there is a significant influence of social media marketing on brand awareness on Ketan Talam Durian at Viera Oleh-Oleh, there is a significant influence of electronic word of mouth on brand awareness on Ketan Talam Durian at Viera Oleh-Oleh, there is a significant influence of brand awareness on purchase decision on Ketan Talam Durian at Viera Oleh-Oleh, there is a significant influence of digital marketing on purchase decision on Ketan Talam Durian at Viera Oleh-Oleh, there is a significant influence of digital marketing on purchase decision through brand awareness on Ketan Talam Durian at Viera Oleh-Oleh.
Keywords
References
Badan Pusat Statistik Provinsi Riau. (2024). Data Ekonomi Provinsi Riau
Dinas Pariwisata dan Kebudayaan Riau. (2019). Kue Talam Durian Masuk Nominasi Makanan Tradisional API 2019. Diakses dari Pekanbaru.go.id
Dinas Pariwisata dan Kebudayaan Riau. (2022). Laporan Tahunan tentang Industri Kuliner di Riau. Pekanbaru: Dinas Pariwisata dan Kebudayaan Riau.
Hair, J. F., Ringle, C. M., Gudergan, S. P., Fischer, A., Nitzl, C., & Menictas, C. (2019). Partial least squares structural equation modeling-based discrete choice modeling: an illustration in modeling retailer choice. Business Research, 12(1), 115–142. https://doi.org/10.1007/S40685-018-0072-4/TABLES/4
Kotler, P., & Armstrong, G. (2018). Principles of Marketing [Global Edition] by Philip Kotler Gary Armstrong. Pearson, 1–734. www.pearsongglobaleditions.com
Martha, L. P., Primadewi, A., Priwirjanto, E. S., Fatmawati, E., Nahdiana, Yustina, I., Mastiyah, I., & Hidayati, L. L. A. (2023). The effects of digital marketing, word of mouth, and service quality on the purchase Decision: An empirical study of food SMEs products. International Journal of Data and Network Science, 7(3), 1117–1124. https://doi.org/10.5267/j.ijdns.2023.5.012
Utami, H. N., Wiyono, S. N., Ishmah, H. A. N., & Hayuni, H. Z. (2024). Building Brand Awareness Through Product Quality And Social Media Marketing For Food Service Business Development. Journal of Law and Sustainable Development, 12(7), e3778. https://doi.org/10.55908/sdgs.v12i7.3778
Article Metrics
Abstract View
: 52 times
Download : 21 times
DOI: 10.57235/jamparing.v3i1.5369
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Viska Aulia, Lailan Tawila Berampu, Sri Wahyuni Wildah
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
