Pengaruh e-WOM dan customer experience terhadap keputusan pembelian di Kedai Kopi Tan Mantan Kendal Ngawi

Latifah, Indun Liana (2024) Pengaruh e-WOM dan customer experience terhadap keputusan pembelian di Kedai Kopi Tan Mantan Kendal Ngawi. Undergraduate thesis, Widya Mandala Surabaya Catholic University.

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Abstract

Penelitian ini bertujuan untuk menguji signifikansi pengaruh variabel E-WOM dan variabel Customer Experience terhadap keputusan pembelian di Kedai Kopi Tan Mantan Kendal Ngawi. Sampel yang digunakan dalam penelitian ini sebanyak 100 responden dengan teknik purposive sampling. Teknik analisis data menggunakan regresi linier berganda dengan menggunakan bantuan software SPSS. Hasil penelitian menemukan bahwa variabel E-WOM dan Customer Experience berpengaruh signifikan dan positif terhadap keputusan pembelian di Kedai Kopi Tan Mantan Kendal Ngawi. Nilai koefisien determinasi (R2) sebesar 0,080 artinya 8% pada keputusan pembelian disebabkan karena variabel E-WOM dan Customer Experience, sedangkan sisanya 92% disebabkan oleh variabel lain yang tidak masuk dalam penelitian ini.

Item Type: Thesis (Undergraduate)
Department: S1 - Manajemen
Contributors:
Contribution
Contributors
NIDN / NIDK
Email
Thesis advisor
Kurniawati, Dyah
NIDN0713126601
dykwati@gmail.com
Uncontrolled Keywords: E-WOM, customer experience, keputusan pembelian
Subjects: Widya Mandala Catholic University on Madiun Campus > Faculty of Business
Widya Mandala Catholic University on Madiun Campus > Faculty of Business > Management Undergraduate Study Program
Divisions: Faculty of Business > PSDKU - Management Undergraduate Study Program
Depositing User: Users 14255 not found.
Date Deposited: 30 Sep 2024 07:36
Last Modified: 30 Sep 2024 07:36
URI: https://repositori.ukwms.ac.id/id/eprint/40278

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