PENGARUH ELECTRONIC WORD OF MOUTH, PROMOSI MEDIA SOSIAL DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Konsumen Sea Coff Madiun)

Rahmadani, Fitria (2024) PENGARUH ELECTRONIC WORD OF MOUTH, PROMOSI MEDIA SOSIAL DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Konsumen Sea Coff Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aimed to determine the effect of electronic word of mouth, social media promotion and store atmosphere towards purchasing decisions (case study on consumers of Sea Coff Madiun). The research method used was a quantitative approach. The sample of this study was 150 respondents. Data collection using a questionnaire. The data analysis technique used a test tool in the form of PLS-SEM using the SmartPLS version 3.0 application. The results of this study indicate: (1) electronic word of mouth has a positive and significant effect towards purchasing decisions, (2) social media promotion has a positive and significant effect towards purchasing decisions, (3) store atmosphere does not have a positive and significant effect towards purchasing decisions. Keywords: Electronic Word of Mouth, Social Media Promotion, Store Atmosphere, Purchasing Decisions.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Electronic Word of Mouth, Social Media Promotion, Store Atmosphere, Purchasing Decisions.
Subjects: A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: FITRIA RAHMADANI FITRIA
Date Deposited: 07 Oct 2024 04:43
Last Modified: 07 Oct 2024 04:43
URI: http://eprint.unipma.ac.id/id/eprint/2322

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