ANALISIS PENGARUH E-MARKETING MIX DAN WORD OF MOUTH TERHADAP BUYING DECISION PADA 3 TOKO ONLINE POPULER DI KOTA PEKANBARU

Abstract

This research is purposed for knowing the influence of E-Marketing Mix
and Word of Mouth towards Buying Decision. While the benefits of this research is to
analyze the influence of E-Marketing Mix and Word of Mouth towards Buying
Decision on online shop users at Pekanbaru City. Data for the research are collected
with questionaire which measured with Likert scale so te respondents has options to
choose which answers that suits each of them. Population on this research are online
shop users who use among Lazada.co.id, Bukalapak.com, and Tokopedia.com and
live at Pekanbaru City where the population itself can not be estimated. As for the
sample collection technique the researcher use the maximum likelihood technique
with AMOS as an analysis for the structural equation and measurement model. The
result of the research shows us that 1) E-Marketing Mix has a significantly positive
influence towards Buying Decision, 2) E-Marketing Mix has a significantly positive
influece towards Word of Mouth, 3) Word of Mouth has a significantly positive influece towards Buying Decision