The Influence Of Social Media, Customer Experience And Word Of Mouth On Purchasing Decisions At ZID Digital Printing

Abstract

This study aims to analyze the influence of social media, customer experience, and word of mouth on purchasing decisions at ZID Digital Printing in Nganjuk Regency. The study uses a quantitative approach with a survey method on consumers who have used ZID Digital Printing services. Data were collected through online and offline questionnaires, then analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination, and hypothesis testing with the help of SPSS version 25. The results of the study indicate that partially social media has no significant effect on purchasing decisions, while customer experience and word of mouth have a significant effect, with word of mouth as the most dominant variable. Simultaneously, these three variables have a significant effect on purchasing decisions. This study concludes that customer experience and consumer recommendations play an important role in driving purchasing decisions in printing businesses.