PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN GEN Z KOTA PALEMBANG PADA PRODUK MCDONALD'S

LEXIANA, HAZEL VIVIA and Nailis, Welly (2024) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN GEN Z KOTA PALEMBANG PADA PRODUK MCDONALD'S. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the effect of Electronic Word of Mouth (E-WOM) and sales promotion on purchasing decisions of Gen Z Palembang City on McDonald's products. The data used in this study are primary data and secondary data. The sampling method uses a non-probability sampling method with purposive sampling technique . The sample studied in this study amounted to 100 respondents who were included in the Palembang City Gen Z category. Based on the results of the partial test (t-test), the Electronic Word of Mouth (E-WOM) variable has a partially significant effect on the purchasing decision of Gen Z Palembang City with the statistical results of the t test which shows the t value of 5.946 is greater than t table 1.67. Based on the results of the partial test (t-test), the sales promotion variable has a partially significant effect on the purchasing decision of Gen Z Palembang City with the results of the t test statistics showing the t value of 2.708 greater than the t table 1.67. Based on the results of the Simultaneous F test, the value of F count = 75.887 is greater than F table = 3.09, it can be concluded that the Electronic Word of Mouth (E-WOM) and sales promotion variables simultaneously have a significant effect on the purchasing decisions of Gen Z Palembang City on McDonald's products.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Electronic Word of Mouth (E-WOM), Sales Promotion, Keputusan Pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB131-147 Methodology H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Hazel Vivia Lexiana
Date Deposited:	22 Apr 2024 06:30
Last Modified:	22 Apr 2024 06:30
URI:	http://repository.unsri.ac.id/id/eprint/143262

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