Building Purchase Decisions in the Digital Era: The Role of e-WOM and Viral Marketing

(A Study of D-Cozy Glamping & Resto Wonosobo)

Abstract

Purpose – This study aims to determine the influence of e-WOM, viral marketing, servicescape, and service quality on consumer purchase decisions at D-Cozy Glamping & Resto Wonosobo.

Methodology – Data collection was conducted using a questionnaire distributed to consumers at D-Cozy Glamping & Resto via Google Forms. The sample consisted of 100 respondents, determined using Hair's formula. Data analysis techniques included descriptive statistical analysis, data quality testing, the F-test, classical assumption testing, hypothesis testing via multiple linear regression, and the coefficient of determination test.

Results – The findings indicate that the variables examined e-WOM, viral marketing, servicescape, and service quality have a positive influence on consumer purchase decisions.

Limitations – During the data collection process, respondent answers may not always reflect their true opinions. This can be attributed to various factors, such as the level of understanding regarding the questionnaire and the honesty of the respondents.

Implications – The findings serve as a reference and consideration for D-Cozy Glamping & Resto Wonosobo to encourage consumer purchase decisions by integrating marketing strategies that encompass service, technology, and promotional aspects.