PENGARUH ELECTRONIC WORD OF MOUTH DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SARI ROTI DI KOTA PALEMBANG

POHAN, MUTIARA SALSABILLAH and Maulana, Ahmad (2024) PENGARUH ELECTRONIC WORD OF MOUTH DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SARI ROTI DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

	Text RAMA_61201_01011382025163.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy
	Text RAMA_61201_01011382025163_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (5MB) | Request a copy
	Text RAMA_61201_01011382025163_0025127510_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (2MB)
	Text RAMA_61201_01011382025163_0025127510_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (200kB) | Request a copy
	Text RAMA_61201_01011382025163_0025127510_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (382kB) | Request a copy
	Text RAMA_61201_01011382025163_0025127510_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (518kB) | Request a copy
	Text RAMA_61201_01011382025163_0025127510_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (90kB) | Request a copy
	Text RAMA_61201_01011382025163_0025127510_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (238kB) | Request a copy
	Text RAMA_61201_01011382025163_0025127510_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (327kB) | Request a copy

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth dan inovasi produk terhadap keputusan pembelian produk sari roti di kota palembang. Populasi dalam penelitian ini yaitu konsumen produk Sari Roti di Kota Palembang, dan sampel yang akan diambil pada penelitian ini adalah 100 responden. Penelitian ini menggunakan data primer yang didapatkan melalui penyebaran kuisoner kepada konsumen produk Sari Roti dan dilanjutkan dengan menganalisis uji hipotesis. Hasil penelitian ini menunjukkan bahwa electronic word of mouth dan inovasi produk secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara parsial electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian, serta inovasi produk berpengaruh positif dan signifikan terhadap keputusan pembelian.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	electronic word of mouth, inovasi produk keputusan pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB3711-3840 Business cycles. Economic fluctuations H Social Sciences > HB Economic Theory > HB615-715 Entrepreneurship. Risk and uncertainty. Property
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mutiara Salsabillah Pohan
Date Deposited:	11 Jul 2024 08:00
Last Modified:	11 Jul 2024 08:00
URI:	http://repository.unsri.ac.id/id/eprint/150240

Actions (login required)

View Item