The Influence Of Word Of Mouth And Influencer Marketing On Purchase DecisionsOf Aqua Products In Medan City

Authors

  • Irvan Rolyesh Situmorang Sekolah Tinggi Ilmu Ekonomi Eka Prasetya Medan Author
  • Chelsya Sekolah Tinggi Ilmu Ekonomi Eka Prasetya Medan Author
  • Tiffany Tiffany Sekolah Tinggi Ilmu Ekonomi Eka Prasetya Medan Author

DOI:

https://doi.org/10.36985/gga3qa50

Keywords:

Word of Mouth, Influencer Marketing, Purchasing Decisio

Abstract

This research investigates how Word of Mouth and Influencer Marketing affect the purchase decisions of Aqua products in Medan City. Employing a quantitative method, data were gathered through surveys from 50 Aqua consumers. The analysis, conducted with SPSS version 26 using multiple linear regression, showed that Word of Mouth alone does not significantly influence purchase decisions, whereas Influencer Marketing has a significant impact. Together, these variables significantly affect consumers’ buying choices. The Adjusted R Square of 0.130 indicates that 13% of the variation in purchase decisions is explained by these factors, while the remaining 87% is attributed to other variables outside the scope of this study. The results underscore the crucial role of Influencer Marketing in influencing consumer behavior in today’s digital landscape

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Published

2025-05-16

How to Cite

Situmorang, I. R., Chelsya, & Tiffany, T. (2025). The Influence Of Word Of Mouth And Influencer Marketing On Purchase DecisionsOf Aqua Products In Medan City. Manajemen: Jurnal Ekonomi, 7(1), 266-273. https://doi.org/10.36985/gga3qa50

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