Main Article Content

Abstract

Media Social Instagram turn marketing communication into interactive. On the
other hand conventional approaches such as word of mouth are still used to drive
purchasing decisions. The study discusses four main concepts namely exposure to
advertising on social media, word of mouth, and interactive marketing communication as
independent variables. While the purchase decision as the dependent variable. The article
aims to describe the influence between advertising exposure, word of mouth and
interactive marketing communication on purchasing decisions in the context of body care
products and services. This study collects data through online surveys. Respondents (n =
100) come from Instagram account followers @thecliniccipete and are chosen based on
membership or have made a previous purchase. Data analysis used univariate analysis
for demographic data and bivariate analysis for variables. Bivariate analysis uses simple linear regression to test three hypotheses. The result of regression test shows that
statistically all hypotheses have an influence on purchasing decisions with different levels
of influence strength. Ad exposure and word of mouth variables show a strong influence
on purchasing decisions. However, interactive marketing communication shows a
moderate influence on purchasing decisions. Based on the three hypotheses known word
of mouth is the most powerful variable that explains purchasing decisions in the context
of body care products and services. 

Keywords

Iklan, Word of Mouth, Interaktif, Keputusan Pembelian, Komunikasi Pemasaran

Article Details

How to Cite
Paramita Purnama, Rosita Anggraini, Arintowati Hartono, Irwansyah, & Niken F. Ernungtyas. (2019). Terpaan Iklan Digital, Word Of Mouth dan Komunikasi Pemasaran Interaktif pada Keputusan Pembelian Produk Perawatan Tubuh. KOMUNIDA : Media Komunikasi Dan Dakwah, 9(2), 192 - 209. https://doi.org/10.35905/komunida.v9i2.1123

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