Analysis of Digital Marketing Strategy from E-WOM and E-Trust on Daihatsu Car Purchase Decisions at PT. Daya Adicipta Wihaya Medan

Abstract

Purchase decisions are one aspect that is strongly influenced by marketing strategies such as digital marketing, electronic word of mouth (E-WOM) and electronic trust (E-Trust). E-WOM is one of the digital marketing strategies that are currently very widely used by companies. In addition to E-WOM, E-Trust also influences product purchasing decisions. E-Trust is one of the factors in e-commerce that has an important role in maintaining business relationships, especially e-commerce businesses that require consumers to pay before receiving orders. This study is an associative quantitative study that aims for analysis of digital marketing strategy from E-WOM and E-Trust on daihatsu car purchase decisions at PT. Daya Adicipta Wihaya Medan. The population of this research is all consumers of PT. Daya Adicipta Wihaya Medan during 2020 to the first semester of 2021 as many as 1,836 people. Determination of the sample using the slovin formula so that there are 95 research samples. The data collection instrument used a questionnaire and data analysis using multiple linear regression. The results of the study prove that E-WOM partially has a positive and significant effect on daihatsu car purchase decisions at PT. Daya Adicipta Wihaya Medan. E-Trust partially has a positive and significant effect on daihatsu car purchase decisions at PT. Daya Adicipta Wihaya Medan. E-WOM and E-Trust simultaneously have a positive and significant effect on daihatsu car purchase decisions at PT. Daya Adicipta Wihaya Medan. It is suggested to PT. Daya Adicipta Wihaya Medan to increase consumer E-Trust so that daihatsu car purchase decisions can be further improved. Keywords: Digital Marketing Strategy, E-WOM, E-Trust, Purchase Decisions.