Afifah, Naili (2023) PENGARUH MEDIA SOSIAL, ELECTRONIC WORD OF MOUTH, DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PEMBELIAN PRODUK MAKANAN BITTERSWEET BY NAJLA RAWAMANGUN). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh Media Sosial, Electronic Word Of Mouth, dan Variasi Produk terhadap Keputusan Pembelian produk Bittersweet by Najla Rawamangun. Penelitian ini menggunakan jenis penelitian asosiatif pendekatan kuantitatif, yang olah menggunakan software SPSS 26.0. Populasi dalam penelitian ini adalah konsumen yang pernah melakukan pembelian produk Bittersweet by Najla Rawamangun. Sampel ditentukan berdasarkan metode purpose sampling, dengan jumlah sampel sebanyak 97 konsumen Bittersweeet by Najla. Data yang digunakan dalam penelitian ini merupakan data primer. Teknik pengumpulan data menggunakan kuesioner. Hasil penelitian membuktikan bahwa Media Sosial berpengaruh positif signifikan terhadap Keputusan Pembelian produk Bittersweet by Najla Rawamangun, Electronic Word Of Mouth berpengaruh positif signifikan terhadap Keputusan Pembelian Produk Bittetsweet by Najla Rawamangun, dan Variasi Produk berpengaruh positif signifikan terhadap Keputusan Pembelian produk Bittetsweet by Najla Rawamangun. This study aims to examine the effect of Social Media, Electronic Word Of Mouth, and Product Variations on Purchase Decisions for Bittersweet by Najla Rawamangun products. This research uses a quantitative approach associative research, which is processed using SPSS 26.0 software. The population in this study were consumers who had purchased Bittersweet by Najla Rawamangun products. The sample was determined based on the purposive sampling method, with a total sample of 97 Bittersweeet by Najla consumers. The data used in this research is primary data. Data collection techniques using a questionnaire. The results of the study prove that Social Media has a significant positive effect on the Purchase Decision for Bittersweet by Najla Rawamangun, Electronic Word Of Mouth has a significant positive effect on the Purchase Decision for Bittetsweet by Najla Rawamangun, Product Variation has a significant positive effect on Purchase Decision Bittetsweet by Najla Rawamangun.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Media Sosial, Electronic Word Of Mouth, dan Variasi Produk | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Naili Afifah | ||||||||
| Date Deposited: | 28 Mar 2023 07:06 | ||||||||
| Last Modified: | 28 Mar 2023 07:06 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9916 |
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