PENGARUH E-WOM, PERSEPSI KONSUMEN, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM SAMBEL PECEL 99 DI KOTA MADIUN

Nurhalisa, Fania Okta (2024) PENGARUH E-WOM, PERSEPSI KONSUMEN, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM SAMBEL PECEL 99 DI KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

The Influence of E-WOM, Consumer Perception, Price, and Product Quality towards Purchasing Decisions at UMKM Sambel Pecel 99 in Madiun City. This study aimed to determine the influence of e-wom, consumer perception, price, and product quality towards purchasing decisions at UMKM Sambel Pecel 99 in Madiun City partially and simultaneously. This type of research used quantitative descriptive. Respondents in this study were visitors to UMKM Sambel Pecel 99 in Madiun City totaling 385, where to calculate the number of respondent samples using the Lemeshow formula. Data analysis in this study using the PLS Application. The results of the study show: there is a positive and significant influence of e-wom, consumer perception, price, and product quality towards purchasing decisions at UMKM Sambel Pecel 99 in Madiun City partially and simultaneously. Based on the results of the analysis, it can be seen that the R-Square for the purchasing decision variable (Y) is 0.998. These results indicate that 99.8% of the existence of purchasing decisions (Y) is influenced by the variables E-WOM (X1), Consumer Perception (X2), Price (X3), and Production Quality (X4). Keywords: E-Wom, Consumer Perception, Price, Product Quality, Purchasing Decisions.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Keywords: E-Wom, Consumer Perception, Price, Product Quality, Purchasing Decisions
Subjects:	A Social Sciences > HB Economic Theory A Social Sciences > HC Economic History and Conditions A Social Sciences > HG Finance
Divisions:	Fakultas Ekonomi dan Bisnis > Diploma Manajemen Pajak
Depositing User:	NURHALISA OKTA FANIA
Date Deposited:	05 Oct 2024 03:22
Last Modified:	05 Oct 2024 03:22
URI:	http://eprint.unipma.ac.id/id/eprint/2262

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