PENGARUH DIGITAL MARKETING DAN WORD MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE (STUDI KASUS MAHASISWA UNIDHA

Penelitian ini merupakan penelitian kuantitatif. Penelitian ini bertujuan untuk menganalisis
pengaruh Digital Marketing dan Word of Mouth terhadap keputusan pembelian Mixue di
kalangan mahasiswa Universitas Dharma Andalas. Populasi dalam penelitian ini adalah
mahasiswa UNIDHA sebanyak 2.019 orang. Teknik pengambilan sampel menggunakan
teknik purposive sampling dengan kriteria mahasiswa aktif UNIDHA dan pernah melakukan
pembelian produk Mixue dalam 1 bulan terakhir sehingga total sampel yang digunakan pada
penelitian ini sebanyak 96 responden. Data responden diperoleh dari penyebaran kuesioner
yang disebar menggunakan Google Form dan QR Code. Data kemudian diolah menggunakan
SPSS 25. Hasil penelitian menunjukkan bahwa variabel Digital Marketing berpengaruh
signifkan terhadap keptusan pembelian, variabel Word of Mouth berpengaruh signifkan
terhadap keptusan pembelian, serta Digital Marketing dan Word of Mouth secara simultan
berpengaruh signifkan terhadap keptusan pembelian.
Kata kunci: Digital Marketing, Word of Mouth, Keputusan Pembelian

This research is quantitative research. This study aims to analyze the effect of Digital
Marketing and Word of Mouth on Mixue purchasing decisions among Dharma Andalas
University students. The population in this study were UNIDHA students totaling 2,019 people.
The sampling technique used purposive sampling technique with the criteria of active UNIDHA
students and had purchased Mixue products in the last 1 month so that the total sample used
in this study was 96 respondents. Respondent data was obtained from distributing
questionnaires distributed using Google Form and QR Code. The results showed that the
Digital Marketing variable had a significant effect on purchasing decisions, the Word of Mouth
variable had a significant effect on purchasing decisions, and Digital Marketing and Word of
Mouth simultaneously had a significant effect on purchasing decisions.
Keywords: Digital Marketing, Word of Mouth, Purchasing Decisions