The Influence of Digital Marketing and Online Customer Reviews on Purchase Decisions in Lerep Culinary Market (Case Study on Visitors to Lerep Culinary Market, Semarang Regency)

Abstract

This study aims to measure the influence of Digital Marketing variables and Online
Customer Review variables on Purchase Decisions mediated by Buying Interest in
Lerep Culinary Market. The research method used to analyze the data is SPSS 23. The
specified sample was 100 using the non-probability sampling method. Sampling that
must have criteria, thus can use the purposhive sampling technique. The results of the
data analysis were obtained from the T test that digital marketing has a significant
positive effect on purchase decisions. Online customer reviews have a significant
positive effect on decisions. In the F test, digital marketing and online customer reviews
simultaneously had a positive and significant effect on purchase decisions.