PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC DI KOTA PALEMBANG (STUDI PADA MASYARAKAT KOTA PALEMBANG)

WIJAYA, EMBUN SALMAA and Nofiawaty, Nofiawaty and Yunita, Dessy (2022) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC DI KOTA PALEMBANG (STUDI PADA MASYARAKAT KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine and analyze how the influence of the dimensions of Electronic Word of Mouth including Intensity, Valance of Opinion, and Content on purchasing decisions of Somethinc product in the city of Palembang. The technique used for determining the sample is the Purposive Sampling Technique with the number of samples used are 100 respondents. This research data collection technique using a research instrument in the form of a questionnaire. The primary data of this study were processed with SPSS Windows Version 25.0. The result obtained in this study indicate that the dimensions of Intensity, Valance of Opinion, and Content simultaneously have a significant influence on purchasing decisions of Somethinc product in the city of Palembang. The dimensions of Intensity and Content partially have a significant effect on purchasing decisions of Somethinc product in the city of Palembang. While the dimension of Valance of Opinion partially does not have a significant influence on purchasing decisions of Somethinc product in the city of Palembang

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Dimensi Intensity, Dimensi Valance of Opinion, Dimensi Content, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products > HF5415.126.R38 Database marketing--Statistical methods. Data mining--Statistical methods. Big data--Statistical methods.
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Embun Salmaa Wijaya
Date Deposited:	14 Nov 2022 02:59
Last Modified:	14 Nov 2022 02:59
URI:	http://repository.unsri.ac.id/id/eprint/81819

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