PENGARUH DIGITAL MARKETING, CITRA MEREK DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC DI KOTA BATAM

This study aims to determine digital marketing, brand image and E-WOM on purchasing decisions for Skintific products in Batam City. This research is used with quantitative techniques. The sampling technique used the lemeshow formula which amounted to 100 respondents with purposive sampling technique. Data collection was carried out by distributing questionnaires via google form. Descriptive statistical tests, data quality tests, classical assumption tests, influence tests, and hypothesis tests were carried out using the SPSS 29 program. The results of the analysis of the lienar bergnada on digital marketing variables have an influence on purchasing decisions. brand image variables have an influence on purchasing decisions. and E-WOM variables have an influence on purchasing decisions. The coefficient of determination (R2) shows that digital marketing, brand image and E-WOM together can explain in purchasing decisions. the T test shows that digital marketing and E-WOM have an effect on purchasing decisions, but not brand image.