PENGARUH WORD OF MOUTH DAN SOSIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN MIE GACOAN DI PALEMBANG (STUDI PADA MAHASIWA UNIVERSITAS SRIWIJAYA)

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)
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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