Assessing the Effect of Marketing Mix and Online Reviews on Batik Tulis Consumer Purchase Decisions: Case Study in Semboro Village
DOI:
https://doi.org/10.51699/ijbde.v4i1.268Keywords:
Marketing Mix, Electronic Word Of Mouth and Purchase Decision, BUMDESAbstract
This study investigates the influence of the marketing mix and Electronic Word of Mouth (E-WOM) on consumer purchasing decisions in the Batik Tulis business of BUMDes Amartha, Semboro Village. The increasing business competition in the modern era necessitates effective marketing strategies to enhance purchasing decisions, a critical aspect of consumer behavior. Using a quantitative approach, data were gathered through questionnaires from 105 respondents and analyzed using multiple linear regression. The findings indicate that price, place, and E-WOM significantly impact purchasing decisions, while product and promotion do not. These results emphasize the need for competitive pricing, strategic location, and active management of online reviews to improve consumer trust and sales performance. The study provides practical insights for businesses and policymakers aiming to strengthen local product marketing strategies in rural areas.
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