The Effect of Digital Marketing, Electronic Word of Mouth, and Electronic Trust on Purchase Decisions at PT Sutra Texindo Utama

Abstract

The Indonesian textile industry is growing rapidly with very promising profits, resulting in tight
conflicts in the textile industry. This study was conducted to determine the effect of Digital
Marketing, Electronic Word of Mouth, and Electronic Trust on purchasing decisions at PT Sutra
Texindo Utama. The type of research, techniques and data used are associative causal,
quantitative and primary techniques. Where buyers who use E-commerce in North Sumatra are
the population with a sample of 150 respondents. The sampling technique used is the non
probability sampling technique. The questionnaire is a tool used in collecting data for this study,
then using SPSS to analyze multiple linear regression. Based on the results of the study, Digital
Marketing, Electronic Word of Mouth, Electronic Trust showed a significant influence on
purchasing decisions.
Keywords: Purchasing Decisions, Digital Marketing, Electronic Word of Mouth, and Electronic
Trust