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632

THE IMPACT OF DIGITAL MARKETING, ELECTRONIC WORD OF

MOUTH (E-WOM) AND PERSONAL SELLING ON PURCHASING

DECISIONS AND THE INFLUENCE OF COMPETITORS' PRODUCTS AS

MODERATING VARIABLES

Andy Firmansyah, Besar Agung Martono

Universitas Ipwija, Indonesia

Email: [email protected]

Abstract

This study aims to explain the presence or absence of the impact of several independent

variables, namely Digital Marketing, Electronic word of Mouth (e-WOM), Personal Seling and

the Influence of Competitor Products as Moderating Variables on Purchasing Decisions. The

purchase decision in this study is the decision to choose a copy trading application issued by

PT Digital Cerberus Indonesia, a growing local cryptocurrency platform (starup). The research

was conducted at a digital currency trading company, PT Digital Cerberus Indonesia, based in

Bekasi, which has 2,135 users and a random research sample of 100 people was taken. PT Digital

Cerberus Indonesia is a company founded by the author in 2021 and managed until now. The

research instrument used is in the form of a questionnaire that has passed the validity and

reliability test so that the instrument is declared valid and reliable. Furthermore, the collected

data was analyzed by the SPSS 26 method including Correlation test and Multiple Regression

test. The results showed that Digital Marketing variables had a positive impact on the decision

to choose the Cerberus copy trading application. Word of Mouth Electronic Variables have a

positive impact on the decision to choose Cerberus applications. Poersonal Selling variables

have a positive impact on the decision to choose the Cerberus application. This means that the

three independent variables themselves affect the decision to choose a cerberus treading coffee

application. From multiple regression analysis, it is concluded that the three free variants

mentioned above together (simultaneously) have a positive impact on the decision to choose

the Cerberus application. The moderating variable does not have a positive impact on the

decision to choose the Cerberus application.

Keywords

: digital marketing; electronic word of mouth; personal selling; product competitor

moderating variables; decision to choose

INTRODUCTION

Internet service users in Indonesia as of January 2021 amounted to 202.6 million users,

digital service users. It also experienced an increase of 37% during the COVID-19 pandemic. The

internet makes it easier for people to obtain information from various parts of the world and the

internet is also used to run online businesses and online learning because it is considered quite

effective in this new normal era (Storm et al., 2017). With the increase of online business, there is

Injuruty: Interdiciplinary Journal and Humanity

Volume 2, Number 7, July 2023

e-ISSN: 2963-4113 and p-ISSN: 2963-3397

The Impact of Digital Marketing, Electronic Word Of Mouth (E-Wom) And Personal Selling On

Purchasing Decisions And The Influence Of Competitors' Products As Moderating Variables

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a big impact on society, namely changes in consumer behavior. Changes in consumer behavior in

question are shifts in the way of shopping or investing. Consumers who initially shopped

conventionally turned to shopping or investing online, because consumers wanted an effective and

efficient way. Through E-commerce ease in buying can be achieved. Starting from all-digital

marketing techniques, such as marketing on social media, as well as various payment methods

according to what consumers want.

For this reason, the company must be able to maintain its position by improving digital

marketing strategies, improving the quality of applications by providing quality trend copy trading,

and following trends that exist in the community to be able to improve purchasing decisions.

Marketing communication in product marketing strategies plays an important role in attracting

consumer buying interest and can reach the company's target market (Patrutiu-Baltes, 2016).

According to Agirachman et al., (2017) 95% of buyers consider a product/service through

mobile phones before making a purchase decision. In making it easier for consumers to find the

truth and authenticity of a product/service, it can be seen through eWOM by reading comments

from previous consumers who provide statements about the products/services they have

purchased.

Personal selling strategies provide opportunities for people to get to know the latest

Cerberus Copy Trading promo. Some of the personalselling activities carried out by PT. Cerberus

Indonesia in marketing Cerberus Copy Trading products using promo by telegram (Ewe & Ho,

2022).

The application of personal selling is used to introduce products or services to potential

customers in more depth about detailed information and more of the products to be sold by the

company (Rapp & Panagopoulos, 2012). Personal selling strategies are more flexible than other

marketing communication strategies because the Copy Trading Team or sellers can adjust the

approach to attract customers' buying interest. Therefore, the role of promotional personnel in

personal selling for companies is very important in order to create sales success and be able to

compete with other competitors. But sometimes the Copy Trading Team or salespeople in carrying

out the personal selling process experience various kinds of obstacles, often the Copy Trading

Team in explaining information and product benefits that have been designed by the company is

not conveyed properly, this can only be caused by the ability of the Copy Trading Team who are

less capable in terms of communication (Agnihotri et al., 2012).

About this social media marketing, according to the author is something that is mandatory

in the digital era 4.0 or even here does not use anything or does not use any theory that was

previously stated in the form of articles or anything else, the author really believes, not 99% but

100%. 100% it's about social media, so everything from A to Z is about social media, the most

powerful on YouTube and then on Telegram because of the community. Anyway, on Telegram

and other social media such as Instagram, Facebook and TikTok, it is a kind of supporting factor

that makes people believe.

That social media according to the author must exist if, likened to the analogy of a what is

called a train There must be content there must be a head (Lanier, 2018). The head is the same

youtube telegram, it contains about the core functionalities of all kinds of existing business forms

here or 100% representative of business forms. While these cars are kind of like that, but contain

where like social media combined 50% with personal branding. Like Facebook to Instagram like

tiktok so that people know that we have a business is real.

In the author's opinion, Social media in Digital marketing is included in YouTube, TikTok,

Instagram, Facebook, while personal selling is included in telegram. Why, because this telegram

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answers one by one more intensively (Quesenberry, 2020). So, Digital marketing is divided from

youtube, facebook, Instagram, and tiktok. While this income focuses on telegram, why telegram?2

a fairly large group that is 16 thousand members and which is 12 thousand members where it is

really very intense in PT. Cerberus New Zealand. So, why every question asked by users or what

is the name of the member in the telegram group is directly answered by the author and becomes

a direct interaction, where each of them gets a significant answer that is not as widespread as

YouTube or other social media. It means that personal selling is included in the telegram.

According to the author, there is no difference from others when the person considers that

personal selling must be polite, personal selling must be what the name is from a to z (Riquelme

& González-Cantergiani, 2016). It must be read positively precisely the author or his new figures

yes it is in branding and indeed such a person is really what it is, if it is really said to be true,

Wrong is said to be wrong, or stupid is said to be stupid. Or if you don't understand, it is said not

to understand, so that people understand that this author is not an ambiguous influencer figure

where this individual has the double meaning of saying yes, but not saying no, but yes. So what is

written is famous for personal selling that is absolutely or really in making an accurate decision is

really, not no. So this guy doesn't mostly mince words. In addition, all videos are 100% Andi

Firmansyah's videos that contain content, not most pleasantries, and are open, where this user is

afraid to open something. But this author actually opened it so that many people did not fall into

what many were saved so that his personal selling here is an entity or figure that he does not make

up. Continue what is called do not use small talk and go straight to one specific point.

One jargon where the author always puts at the beginning of the video is that a fraudster will

politely speak so that many are lulled by his seduction, because it tells sweet and closes bitter

greetings. But the author is a person who is firm in all aspects and it is better to be known as

sadistic but true to reality as it is, rather than gentle, polite but there is a shrimp behind the stone.

Because basically in this world, the reality must be bitter, especially the three combinations

of youtube, social media, telegram, intensive enlargement, especially with real personal branding,

which is really real resulting in public trust that grows one by one resulting in a strong community

so that the purchase decision is not so difficult.

In managing the user in this Copy Trading application, this user already knows that the

Author is a figure who is what he is, where he displays all forms of shortcomings and advantages

in decision making, which is not making it up while others are selling sweetly it is the Author as

it is, this is the good tablet, like this person, like this (Kromidha & Li, 2019). So if later there is a

deficiency in a product, it is said that the person has also remembered the sin, from the beginning

has reminded the bottom of the deficiency here, not there. So that person will not cause

disappointment because from the beginning they already know that the shortcomings here are the

advantages of the author here, so they believe so there is a kind of suggestion from them that this

is what a person is. If it's right, it's right, wrong, it's less wrong, it's less, right, it's right.

And from there the author draws a conclusion that they are ready with whatever is there,

because what the shortcomings have been shown, with one making a diagram yes there is a lack

of this, you know, so that the person is not too expecting and wrong. One of the most impactful

things is that the author always shows realistically not something sweet when the user says that 1

day it can get 5% 10% or even 15% will be sent to the account, although basically the author from

there can sometimes a day more than 5% but what is accepted always says that one day is enough

1% like that even though it can only be more us but better to talk bitter than sweet but not in

accordance with expectations.

The Impact of Digital Marketing, Electronic Word Of Mouth (E-Wom) And Personal Selling On

Purchasing Decisions And The Influence Of Competitors' Products As Moderating Variables

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Copy Trading application is only available at PT. Cerberus Indonesia, The application of

personal selling is a promotional tool that is worth using compared to other promotions, because

purchasing decisions are made directly to potential customers so that the Copy Trading Team from

Cerberus must understand as a whole about the information from the application that will be

conveyed to potential customers. In addition to explaining product information, the Copy Trading

Team must also be able to persuade potential customers to become customers. Personal selling

activities carried out by the team aim to increase sales or product investment. Of course, each

company has its own strategy.

Figure 1. Cerberus App Users in 2022

Based on the background description that has been presented above, the general problem of

this study is whether there is an Impact of Digital Marketing, Electronic Word Of Mouth (E-

Whom) and Personal Selling on Purchasing Decisions (Tammu & Palimbong, 2022). In

accordance with the formulation of the problem that has been stated above, the general purpose of

this study is to determine the Impact of Digital Marketing, on Purchasing Decisions.

METHOD RESEARCH

This study describes and tests the impact of independent variables on dependent variables.

The scope of this study is to test the Impact of Digital Marketing, E-Whomand Personal Selling

on Choosing Decisions.There are four research variables, namely three independent variables and

one dependent variable (Sugiyono, 2018).

The first independent variable is Digital Marketing with symbol X1, the second

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independent variable is E-Whom with symbol X2, the third independent variable is Personal

Selling with symbol X3 one dependent variable is Decision to Choose with symbol Y.:

Figure 2. Research Design

In this study, the sample to be taken was 100 respondents. While the sampling used is

Incidental Sampling / Accidental Sampling. According to Sugiyono, (2016;124) Incidental

Sampling / Accidental Sampling is a sampling technique based on chance, that is, any user

who coincidentally meets the researcher can be used as a sample, if it is considered that the

person who happened to meet is suitable as a data source.

RESULT AND DISCUSSION

Uji Validitas

Tabel 3. Hasil Uji Validitas

Nomor

Digital

Marketing

(X1)

Total

Nomor

Pearson

Correlation

0,082

0,053

0,081

0,161

,365

,210

Sig. (2 tailed)

0,417

0,603

0,425

0,110

0,000

0,036

100

Digital

Marketing

(X1)

Pearson

Correlation

0,082

1,000

Sig. (2-tailed)

0,417

0,000

100

101

Pearson

Correlation

0,053

1,000

Sig. (2-tailed)

0,603

0,000

100

101

Pearson

Correlation

0,081

1,000

Sig. (2-tailed)

0,425

0,000

100

101

Pearson

Correlation

0,161

1,000

Sig. (2 tailed)

0,110

0,000

Digital

Marketing

)

Moderating

(Kompetitor

Online )

(X4)

E-WHOM

)

Personal

Selling

)

Keputusan

Memilih

(Y)

The Impact of Digital Marketing, Electronic Word Of Mouth (E-Wom) And Personal Selling On

Purchasing Decisions And The Influence Of Competitors' Products As Moderating Variables

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Nomor

Digital

Marketing

(X1)

Total

100

101

Pearson

Correlation

,365

1,000

Sig. (2-tailed)

0,000

100

101

Total

Pearson

Correlation

,210

1,000

Sig. (2-tailed)

0,036

0,000

100

101

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

From the table of validity test results of research instruments, the number R is lower

than the table R for N equal to 100. The table R is 0.1638 for the standard 0.05%. So the

calculated R varies from 0.082 to 0.161 on the Pearson Correlation scale. As for the table

obtained R table for N = 100 is 0.1638. According to the provisions, if R is calculated under

R table, the research instrument is said to be Valid. For more details can be seen in the

table above.

Table 4. Reliability Test Results

Cronbach’s

Alpha

Reliabilitas

min

Congclussion

0,994

0,700

The results of the Reliability test obtained Cronbach's Alpha

number of 0.994 very close to 1, higher than 0.700 as the

minimum limit of reliability. So it is concluded that the

Reliability of the instrument is very high.

Uji Regresi Linear Digital Marketing

Digital Marketing which consists of dimensions of interest in; to be interested in reading the

contents of reviews about PT Cerberus copy trading on social media, can understand the contents

of Cerberus copy trading reviews on social media, believe in the contents of Cerberus copy trading

reviews on social media, can see based on reviews on social media that PT Cerberus has a good

reputation, can know clearly that Pcerberus has reliable traders with a 99% reputas-Winrate. Table

4 Electronic Word of Mouth (e-Wom) The Internet makes it easier for people to obtain information

from various parts of the world also provides great benefits to online business and online learning

because it is considered more effective and efficient (Park et al., 2019). With the increase of online

business, there is a big impact on society, namely changes in consumer behavior. Changes in

consumer behavior are shifts in the way of shopping and decision-making processes both in trade

in goods and services and investment. Consumers who initially shopped conventionally switched

to shopping or investing online because of the demands of which one is more effective, more

efficient, and faster. Through e-commerce, the ease of buying can be achievedi.

Starting from all-digital marketing techniques, such as marketing on digital media or on

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Ioanas, (2020) social media and various payment methods according to what consumers want.

According to, 95% of consumers consider a product or service through a mobile phone before

deciding to make a purchase. In making it easier for consumers to find the truth and authenticity

of a good or service seen through Electronic Word of Mouth (e-WOM), which is an informal

conversation of consumers about a product or service on social media. The discussion became a

consideration that was widely used by potential new customers. Personal Selling Strategy provides

opportunities for the public to introduce goods and services to the public through personal

communication, Personal communication that used to be done door to door cervice now in the

digital era is done through social media including through Instagram. Therefore, the role of

promotional personnel with their immediate achievements and credibility will be influential in

winning the market. Audience comments and statements on the Cerberus application Gasfee is one

part of the Electronic Word of Mouth (E-Wom) which has the following functions: 1) to be an

indicator of how good Cerberus Gasfee is. Respondents who are interested in reading the YouTube

channel comment column about Cerberus Gasfee are 88%, meaning that E-Wom users as a

reference reach 88%. In addition to using the E-Wom variable to see the performance of Cerberus

Gasfee, there are also 84% respondents, I can understand the content of Cerberus copy trading

reviews on social media. This means that cerberus gasfee trading reviews are important to be

understood by 84% of respondents. Respondents believe the content of Cerberus copy trading

reviews on social media 89%. Respondents can see based on reviews on social media that PT

Cerberus has a good reputation of 90%. Respondents can clearly know that PT Cerberus has

reliable traders with a Winrate reputation of 90%. 84% respondents can clearly know from E-Wom

that PT Cerberus has reliable traders with a 99% Winrate reputation of 84%. All 5 indicators show

that E-Wom is a significant factor in determining the use of the Cerberus Gasfee application by

respondents. The results of correlation analysis and regression analysis concluded that Electronic

Word of Mouth (E-WOM) has a significant impact on the decision to use the Cerberus Gasfee

application. In this study, the impact of Electronic Word of Mouth on the decision to choose the

Cerberus Gasfee application as an independent variable. The e-WOM variable which has five

indicators with relationships between variables according to Lingard et al., (2017) then the number

0.680 shows the relationship between variables in this study is strong to very strong. The

coefficient number is marked positive which means that the relationship between variables is one.

Thus, the strength of the relationship between variables is strong towards very strong with a

positive direction. this shows that the stronger the electronic element of Word of Mouth, the

stronger the consumer interest in choosing the Cerberus Gsasfee application. In the independent

variable, there are 3 indicators that will be tested, namely Digital Marketing (X1), Electronic Word

of Mouth (X2), and Personal Selling (X3). As for the dependent variable, namely the Purchase

Decision, namely the decision to apply the Cerberus Copy Trading application issued by PT

Cerberus. The Linear Regression Test of the Digital Marketring indicator against Purchasing

Decisions obtained a Pearson Correlation number of 0.150 in the calculated R (R table 0.168). R

count is lower than R table, so it is concluded that there is a correlation between the Digital

Narketing indicator and Purchasing Decisions. Or referring to research problems, we can conclude

The Impact of Digital Marketing, Electronic Word Of Mouth (E-Wom) And Personal Selling On

Purchasing Decisions And The Influence Of Competitors' Products As Moderating Variables

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that Digital Marketing Indicators have an impact on Purchasing Decisions.

Table 5 Test Regresi Linear

hitung

table

Congclussion

0,150

0,168

R calculate < R table; there is a correlation between Digital

Marketing indicators and Purchase Decisions (Cerberus Copy

Trading Application Selection)

Table 6 Correlations

Correlations

digital marketing

Purchase Decision

digital marketing

Pearson Correlation

0,150

Sig. (2-tailed)

0,135

100

keputusan pembelian

Pearson Correlation

0,150

Sig. (2-tailed)

0,135

100

Word of Mouth Electronic Linear Regression Test

The internet makes it easier for people to obtain information from various parts of the world

also provides great benefits to online business and online learning because it is considered more

effective and efficient. With the increase of online business, there is a big impact on society,

namely changes in consumer behavior. Changes in consumer behavior are shifts in the way of

shopping and decision-making processes both in trade in goods and services and investment.

Consumers who initially shopped conventionally switched to shopping or investing online because

of the demands of which one is more effective, more efficient, and faster. Through e-commerce,

ease in buying can be achieved. Starting from all-digital marketing techniques, such as marketing

on digital media or on social media. As well as various payment methods according to what

consumers want. According to Agirachman et al., (2017), 95% of consumers consider a product

or service through mobile phones before deciding to make a purchase. To make it easier for

consumers to find the truth and authenticity of a good or service seen through Electronic Word of

Mouth (e-WOM), which is an informal conversation of consumers about a product or service on

social media. The discussion became a consideration that was widely used by potential new

customers. Personal Selling Strategy provides opportunities for the public to introduce goods and

services to the community through personal communication, Personal communication that is

carried out door to door cervice now in the digital era is carried out through social media.

Therefore, the role of promotional personnel with all their achievements and credibility will be

influential in winning the market.

Komentar dan pernyatraan penonton canel yutube mengenai aplikasi Cerberus Gasfee adalah

salah satu bagian dari Elektronic Word of Mouth (E-mouth) yang memiliki fungsi: 1) menjadi

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indikator seberapa baik Cerberus Gasfee. Responden yang tertarik membaca kolom komentar

canel youtube mengenai Cerberus Gasfee ada 88% artinya adalah pengguna E-Mouth sebagai

referensi mencapai 88%. Selain menggunakan variabel E-mouth untuk melihat performance

Cerberus Gasfee juga ada responden 84% Saya dapat memahami isi review copy trading Cerberus

di Media Sosial. Artinya adalah review trading cerberus gasfee becomes important to understand

by 84% of respondents. Respondents believe the content of Cerberus copy trading reviews on

social media 89%. Respondents can see based on reviews on social media that PT Cerberus has a

good reputation of 90%. Respondents can clearly know that PT Cerberus has reliable traders with

a Winrate reputation of 90%. 84% respondents can clearly know from E-Mouth that PT Cerberus

has reliable traders with a 99% Winrate reputation and 84%. All 5 indicators show significantly

that E-Mouth is an important factor in determining the use of the Cerberus Gasfee application by

respondents. The results of correlation analysis and regression analysis concluded that Electronic

Word of Mouth has a significant impact on the decision to use the Cerberus Copy Trading

application. In this study the impact of Electronic Word of Mouth on the decision to choose the

Cerberus Gasfee application as an independent variable. The e-WOM variable which has five

indicators with relationships between variables according to Lingard et al., (2017) then the number

0.680 shows the relationship between variables in this study is strong to very strong. The

coefficient number is positively signed, which means that the relationship between variables is

strong. Thus, the strength of the relationship between variables is strong towards very strong with

a positive direction. this shows that the stronger the electronic element of Word of Mouth, the

stronger the consumer interest in choosing the Cerberus Gsasfee application.

Based on the Summary Table model above, it can be seen that the R Square value is 463 or

46.3%, so this shows that the variability of decisions to choose the Cerberus Gfassfee application

can be explained by Electronic Word of Mouth variables which consist of dimensions of interest

in reviews about Cerberus Gasfee, understanding the contents of Cerberus copy trading reviews

on Social Media, understanding the contents of Cerberus copy trading reviews on Social Media,

Seeing based on reviews on Social media that PT Cerberus has a good reputation, knowing clearly

that PT Cerberus has reliable traders with a 99% Winrate reputation.

CONCLUSION

Based on the results of research and data analysis, it can be concluded that the Digital

Marketing Variable (X1) has an impact on the decision to choose the Cerberus Gasfee Copy

Trading application. Electronic Word of Mouth Variables (X2) have an impact on the Selection

Decision of the Cerberus Gasfee Copy trading application. Variaberl Personal Selling (X3) has an

impact on the decision to choose the Cerberus Gasfee Copy Trading application. The three

independent variables, namely X1, X2, X3, simultaneously have an impact on the decision to

choose the Cerberus Gasfee copy trading application. Variabrel Moderating (X4) i.e. Competitor

Products do not influence or have a weak influence on Purchasing Decisions, Cerberus Gasfee

Copy Trading Application Selection.

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Andy Firmansyah, Besar Agung Martono (2023)

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