Pengaruh Internet Marketing, Brand Awareness, Dan Wom Communication Terhadap Keputusan Pembelian Produk Spa Bali Alus

Abstract

The purpose of this study is to discuss the influence of internet marketing, brand awareness, and word of mouth communication to the purchase decision of SPA Bali Alus products in Denpasar City. This research was conducted by distributing questionnaires. The number of samples in this study were 108 respondents residing in Denpasar City, which was determined by using non probability sampling method and purposive sampling technique. Respondents from this research are respondents who have ever bought and have used SPA Bali Alus product. The analysis technique used in this research is Multiple Linear Regression Analysis. Based on the result of the research, simultaneously internet marketing, brand awareness, and word of mouth communication have positive and significant effect on purchasing decision, and partially internet marketing, brand awareness, and word of mouth communication also have positive and significant effect on purchasing decision. Keywords: internet marketing, brand awareness, word of mouth communication, purchase decisio