PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Survei pada Konsumen Restoran Sushi Tei Kelapa Gading)

Muhamad Juliatrin Chairul Akbar · Sunarti Sunarti

21 citations0/0 files stored

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

This study aims to determine which variables have an effect on the Purchase Decision. In this research the independent variable used Electronic Word Of Mouth variable (X) while the dependent variable used Purchase Decision (Y). The type of research in this study used exploratory research using a quantitative approach. The sample in this study amounted to 100 respondents purchasing decisions at Resto Sushi Tei Kelapa Gading. Sampling technique using purposive sampling technique and data collection techniques using questionnaires. Data analysis technique in this research are instrument test (test of validity and reliability test) and regression analysis. The results showed that based on the coefficient of determination analysis used to calculate the magnitude of influence or contribution of independent variables to the dependent variable. The analysis results R (coefficient of determination) is 0.432. This means that 43.2% of the Purchase Decision variable will be influenced by the independent variable, Word Of Mouth (X). The variable purchase decision (Y) is influenced by the service quality variable of Word Of Mouth (X). Kеywords: Word Of Mouth (X), Purchase Decision (Y) АBSTRАK Penelitian ini bertujuan untuk mengetahui pengaruh Electronic Word Of Mouth pada Keputusan Pembelian. Variabel bebas yang digunakan adalah variabel Electronic Word Of Mouth (X) sedangkan variabel terikat yang digunakan adalah Keputusan Pembelian (Y). Penelitian ini menggunakan penelitian eksplantori dengan menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini berjumlah 100 orang responden keputusan pembelian pada Konsumen Restoran Sushi Tei Kelapa Gading. Teknik pengambilan sampel menggunakan Teknik purposive sampling dan Teknik pengumpulan data menggunakan angket. Teknik analisis data yang digunakan adalah uji instrumen (uji validitas dan uji reabilitas) dan analisis regresi Linier Sederhana. Hasil penelitian berdasarkan analisis koefisien determinasi digunakan untuk menghitung besarnya pengaruh variabel bebas terhadap variabel terikat. Dari analisis diperoleh hasil R (koefisien determinasi) sebesar 0,432. Artinya bahwa 43,2% variabel Keputusan Pembelian akan dipengaruhi oleh variabel bebasnya, yaitu Electronic Word Of Mouth (X). Variable keputusan pembelian (Y) di pengaruhi oleh variable kualitas pelayanan dari Electronic Word Of Mouth (X). Kata Kunci: Electronic Word Of Mouth (X), Keputusan Pembelian (Y)

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 21 citations exist upstream.

Cited by

2022The Impact of Electronic Word of Mouth and Brand Image on Online Purchase Decisions Moderated by Price Discount 2019Pengaruh E-WOM, Brand Image dan Brand Trust Terhadap Keputusan Konsumen (Studi Kasus Pada Lembaga Kursus Fajar English Course Pare-Kediri)2021Electronic Word of Mouth, Promosi Melalui Media Instagram dan Kualitas Produk Terhadap Keputusan Pembelian 2024Electronic Word Of Mouth, Brand Image, Purchase Intention And Customer Purchase Decisions For Skinceuticals Users 2022Pengaruh Electronic Word of Mouth dan Citra Merek terhadap Keputusan Pembelian Masker Wajah Sariayu

Imported from OpenAlex (CC0) — nothing here is generated.