Global Academy of Training and Research Journal

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DOI 10.35609/jmmr.2017.2.3(14)

Reference to this paper should be made as follows: Bayunitri, B.I; Nuraeni, F; Desi, N. (2017). Analysis of The Effect of Digital Word of Mouth (WOM) Marketing To Customer Purchase Decision, J. Mgt. Mkt. Review, 2 (3): 96-100. https://doi.org/10.35609/jmmr.2017.2.3(14)

Received: February 7, 2017 | Accepted: July 13, 2017

Analysis of The Effect of Digital Word of Mouth (WOM) Marketing To Customer Purchase Decision
Bunga Indah Bayunitri , Fitri Nuraeni and Nenden Desi
Widyatama University, Bandung, Indonesia Abstract

Objective - The study aims to explore the effect of digital Word of Mouth (WOM) marketing on customer purchase decision.

Methodology/Technique - Types of research are a descriptive analysis and causal also measuring a conclusion by using a regression analysis and for hypothesis testing using t-test and F-test.

Findings – The results of this research indicated that digital word of mouth marketing is effective and also has a influenced on customer purchase decision. The results show that digital word of mouth marketing included in the criteria of "Effective", this means that customer respondents had a positive view about digital word of mouth marketing at Dusun Bambu by using these indicators: Talking, Promoting, and Selling.

Novelty - It is suggested that the company can increase the quantity of purchases in one transaction by cooperating with local tour and travel agents in order to raise the number of visitors.

Type of Paper - Empirical

Keywords: Digital Word of Mouth; Dusun Bambu; Marketing; Purchase Decision; Tourism.

JEL Classification: M31, M37.

Price: USD 25