Pengaruh Persepsi Kualitas Produk, Keragaman Produk, Electronic Word Of Mouth Dan Persepsi Harga Terhadap Minat Beli Konsumen Pada UMKM My Keranjang Store Madiun

Ningsih, Putri Abdi (2024) Pengaruh Persepsi Kualitas Produk, Keragaman Produk, Electronic Word Of Mouth Dan Persepsi Harga Terhadap Minat Beli Konsumen Pada UMKM My Keranjang Store Madiun. S1 thesis, Universitas PGRI Madiun.

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Abstract

Putri Abdi Ningsih, 2024, The Effect of Perceptions of Product Quality, Product Diversity, Eletronic Word Of Mouth and Price Perceptions on Consumer Purchase Interest in MSME My Keranjang Store Madiun. Management Study Program. Faculty of Economics and Business, PGRI Madiun University. Supervisor (1) Dr. Heny Sidanti S.E., M.M, Supervisor (2) Indra Ayu Fatmala, S.E., M.M. This study aims to determine the effect of perceived product quality, product diversity, electronic word of mouth and price perceptions on consumer buying interest in MSME My Keranjang Store Madiun. The research method used is quantitative with 100 research respondents. Data were collected using questionnaires and analyzed with multiple linear regression using SPSS 20 for windows. The results of this study indicate that 1) perceived product quality has a significant positive effect on purchase intention 2) product diversity has a positive and significant effect on purchase intention 3) Electronic Word of Mouth has a positive and significant effect on purchase intention 4) price perception has a positive and significant effect on purchase intention. The managerial implication of this research is that it is necessary to conduct market research in order to gain a deeper understanding of other factors that can influence consumer buying interest in My Keranjang Store Madiun MSMEs. Keywords: Perception of Product Quality, Product Diversity, Electronic Word Of Mouth, Price Perception, Purchase Intention.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Keywords: Perception of Product Quality, Product Diversity, Electronic Word Of Mouth, Price Perception, Purchase Intention.
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NINGSIH ABDI PUTRI
Date Deposited:	08 Oct 2024 04:16
Last Modified:	08 Oct 2024 04:16
URI:	http://eprint.unipma.ac.id/id/eprint/2209

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