KURNIAWANSYAH, KURNIAWANSYAH and Iisnawati, Iisnawati (2024) PENGARUH WORD OF MOUTH DAN SOSIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN MIE GACOAN DI PALEMBANG (STUDI PADA MAHASIWA UNIVERSITAS SRIWIJAYA). Undergraduate thesis, Sriwijaya University.
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Abstract
This research aims to determine the influence of Word of Mouth and Social Media Marketing on purchasing decisions for Gacoan Noodles in Palembang. This study uses a quantitative approach. Data were collected using a questionnaire distributed to 96 respondents using purposive sampling. The research results show that Word of Mouth has a significant effect on purchasing decisions with a t-value of 4.572. Social Media Marketing has a significant effect on purchasing decisions with a t-value of 4.138. Then Word of Mouth and Social Media Marketing simultaneously have a significant influence on purchasing decisions. Results The coefficient of determination R Square is 0.439
Item Type: | Thesis (Undergraduate) |
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Uncontrolled Keywords: | Word Of Mouth, Social Media Marketing, Purchasing Decisions |
Subjects: | H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HF Commerce > HF5761-5780 Shipment of goods. Delivery of goods H Social Sciences > HF Commerce > HF5801-6182 Advertising |
Divisions: | 01-Faculty of Economics > 61201-Management (S1) |
Depositing User: | KURNIAWANSYAH KURNIAWANSYAH |
Date Deposited: | 19 Jan 2024 03:50 |
Last Modified: | 19 Jan 2024 03:50 |
URI: | http://repository.unsri.ac.id/id/eprint/138769 |
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