PENGARUH SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS PALEMBANG INDAH MALL PADA MASYARAKAT DI KOTA PALEMBANG

RAHMAWATI, MULLY and Yunita, Dessy (2024) PENGARUH SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS PALEMBANG INDAH MALL PADA MASYARAKAT DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to investigate the influence of Social Media Marketing and Electronic Word of Mouth (E-WOM) on purchasing decisions for consumer Starbucks Palembang Indah Mall in Palembang City. The method is a quantitative method using primary data. The sampling technique uses non-probability sampling. By distributions to 100 respondents, who had made purchases at Starbucks Palembang Indah Mall. Based on the statistical t test used, it can be concluded that the social media marketing and the electronic word of mouth (E-WOM) variable has a partially significant effect on purchasing decisions. Based on the simultaneous F test, the results showed that the social media marketing and electronic word of mouth (E- WOM) variables simultaneously had a significant effect on purchasing decisions for Starbucks Palembang Indah Mall.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Social Media Marketing, Electronic Word of Mouth, Purchase Decisions
Subjects:	H Social Sciences > HF Commerce > HF5429.7-5430.6 Shopping centers. Shopping malls
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mully Rahmawati
Date Deposited:	15 May 2024 01:38
Last Modified:	15 May 2024 01:38
URI:	http://repository.unsri.ac.id/id/eprint/144031

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