PENGARUH E-WOM, PRODUCT QUALITY, PRODUCT KNOWLEDGE DAN PROMOTION TERHADAP KEPUTUSAN PEMBELIAN PARFUM REFILL LAB ART AROMATIQUE : STUDI KASUS PADA MAHASISWA DI KOTA MADIUN.

Dyansya, Ricky Okta (2024) PENGARUH E-WOM, PRODUCT QUALITY, PRODUCT KNOWLEDGE DAN PROMOTION TERHADAP KEPUTUSAN PEMBELIAN PARFUM REFILL LAB ART AROMATIQUE : STUDI KASUS PADA MAHASISWA DI KOTA MADIUN. S1 thesis, UNIVERSITAS PGRI MADIUN.

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Abstract

This study aims to provide empirical evidence regarding the Effect of E-WOM, Product Quality, Product Knowledge and Promotion on Purchasing Decisions for Lab Art Aromatique Refill Perfumes: Case Study on Students in Madiun City. This type of research includes descriptive research with a quantitative approach. The sample in this study amounted to 384 respondents. The sampling method used purposive sampling method. Data collection in this study using a questionnaire. The data analysis technique in this study used a test tool in the form of SPSS software. The results obtained from this study, namely: 1) E-WOM has a significant positive influence on purchasing decisions. 2) Product Quality has a positive and significant effect 3) Product Knowledge has a positive and significant effect. 4) Promotion has a very positive and significant positive.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: E-WOM, Product Quality, Product Knowledge, Promotion and buying decision
Subjects: A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: RICKY OKTA RICKY
Date Deposited: 08 Oct 2024 06:49
Last Modified: 08 Oct 2024 06:49
URI: http://eprint.unipma.ac.id/id/eprint/2433

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