PENGARUH PROMOSI DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SHOPEEFOOD MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG

RIZKY, AHMAD MARELLY and Yunita, Dessy (2023) PENGARUH PROMOSI DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SHOPEEFOOD MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh promosi dan word of mouth terhadap keputusan pembelian Shopeefood Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Kampus Palembang. Populasi dalam penelitian ini adalah Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Kampus Palembang menggunakan rumus Lemeshow mendapatkan sampel sebanyak 100 responden. Metode pengumpulan data yang digunakan dalam penelitian ini didapat melalui kuesioner. Teknik analisis data yang digunakan adalah analisis regresi berganda. Berdasarkan hasil analisis disimpulkan bahwa promosi dan word of mouth berpengaruh positif dan signifikan secara parsial dan simultan terhadap keputusan pembelian Shopeefood Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Kampus Palembang.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Promosi, Word of Mouth, Keputusan Pembelian
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HM Sociology > HM1176-1281 Social influence. Social pressure
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Ahmad Marelly Rizky
Date Deposited:	15 Sep 2023 07:59
Last Modified:	15 Sep 2023 07:59
URI:	http://repository.unsri.ac.id/id/eprint/128690

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