The Influence of Digital Marketing, E-Wom, E-Service Quality and E-Trust on MySawit Application-Based Purchasing Decisions at the Medan Palm Oil Research Center
Keywords:
Digital Marketing; E-WoM; E-Service Quality; E-Trust; Purchase DecisionAbstract
The purpose of this study is to examine the influence of digital marketing, e-WoM, e-service quality, and e-trust on purchasing decisions based on the MySawit application at the Pusat Penelitian Kelapa Sawit Medan. This research employs a quantitative approach, with a population consisting of PPKS palm kernel cobsumers who have made purchases through the MySawit application in 2024, with a sample size of 100 respondents selected using purposive sampling. The data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 3.0 software. The results showed that the digital marketing (X1) variable had a positive and significant effect on purchasing decisions, the e-WoM variable (X2) had a positive and significant effect on purchasing decisions, the e-service quality variable (X3) had a positive and significant effect on purchasing decisions and the e-trust variable (X4) had a positive and significant effect on purchasing decisions. Therefore, it can be concluded that digital marketing, e-WoM, e-service quality, and e-trust partially have a positive and significant effect on purchasing decisions. This study provides important insights for effective digital marketing strategies, positive comments from other users, good quality of electronic services, and high levels of online trust can encourage increased purchasing decisions through applications.
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