Impact of Digital Promotion Strategy, Service Quality and Word of Mouth on Consumer Purchasing Decisions Study at Lesehan Citra

This study aims to determine the impact of digital promotion strategies, service quality and word of mouth on consumer purchasing decisions, a study on image lesehan. This study used quantitative methods with primary data sources and secondary data. The population in this study is image consumers who have made a purchase more than 1 time and consumers aged 17 to 40 years. The sample in this study amounted to 96 respondents. In this study using non probability sampling techniques with purposive sampling techniques. The results of this study are digital promotion strategies, service quality and word of mouth have a positive and significant influence on consumer purchasing decisions.