Pengaruh Digital Customer Experience, Brand Trust, dan Social Media Engagement terhadap Keputusan Pembelian Air Mineral RON88 pada CV Air Segar Kita
DOI:
https://doi.org/10.30640/digital.v5i2.6865Keywords:
Brand Trust, Digital Customer Experience, Digital Marketing, Purchase Decision, Social Media EngagementAbstract
This study aims: 1) To test and measure how much percentage and analyze the influence of Digital Customer Experience on Purchasing Decisions 2) To test and measure how much percentage and analyze the influence of Brand Trust on Purchasing Decisions 3) To test and measure how much percentage and analyze the influence of Social Media Engagement on Purchasing Decisions, 4) To test and measure how much percentage and analyze Digital Customer Experience, Brand Trust, and Social Media Engagement simultaneously influence Purchasing Decisions The type of research used in this study is a quantitative approach, this study has a population of 284 with a sample of 74 respondents. Based on the analysis and discussion, it can be concluded that H1: Digital Customer Experience has a positive and significant effect on Purchasing Decisions with a t-count value of 2.251> 1.666 and a significant value of 0.042 <0.05., H2: Brand Trust has a positive and significant effect on Purchasing Decisions with a t-count value of 0.305 <t-table 1.666 and a sig. value of 0.761> 0.05. and its influence value is 2.1%. H3: Social Media Engagement has a positive and significant effect on consumer satisfaction and purchasing decisions, with a calculated t-value of 4.166 > t-table 1.666 and a significant value of 0.000 < 0.05. H4: Digital Customer Experience, Brand Trust, and Social Media Engagement simultaneously have a positive and significant effect on purchasing decisions, with a calculated F-value > F-table (15.455 > 2.73) and a significant value of 0.000 < 0.05, and an influence value of 61.20%.
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