PENGARUH DIGITAL MARKETING DAN WOM (WORD OF MOUTH) TERHADAP LOYALITAS MELALUI KEPUTUSAN PEMBELIAN PERAWATAN DI KLINIK JAKARTA
DOI:
https://doi.org/10.23969/jp.v10i01.22644Keywords:
digital marketing, WOM, purchase decision, loyaltyAbstract
Beauty treatments are growing rapidly, hundreds of beauty clinics are increasing every year in Jakarta, making the competition between clinics fierce so that the variety of beauty treatment options is even more confusing. Therefore, efforts are needed from the clinic to be able to survive and compete and develop, one of which is loyal buyers, and promotional efforts using digital marketing and Word of Mouth (WOM). The purpose of this is to find out and analyze the influence of digital marketing and word of mouth on loyalty throught the purchase decision of beauty treatments in Jakarta clinics. Sampling was done using Non-Probability Sampling technique with purposive sampling. The population is men and women who have done beauty treatments at least 2 times at the same clinic in Jakarta. From 116 data entered, 100 people were included in the research criteria and data was processed using SEM PLS with the Smart PLS 3.0 application. The results showed that 1) Digital marketing had a positive and significant effect on the decision to purchase beauty treatments at the Jakarta Clinic. 2) Word of Mouth (WOM) has a positive and significant effect on the decision to purchase beauty treatments at the Jakarta Clinic. 3) Purchase decisions have a positive and significant effect on loyalty. 4) Digital marketing has a positive and significant effect on loyalty. 5) WOM has a positive and significant effect on loyalty. 6) Digital marketing has a positive and significant effect on loyalty through the purchase decision of beauty treatments at Jakarta clinics. 7) WOM has a positive and significant effect on loyalty through the purchase decision of beauty treatments at Jakarta clinics. The next research suggestion is to expand the scope of the region and the number of respondents, as well as use other variables that affect loyalty.Downloads
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