PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM), KUALITAS PRODUK, KELENGKAPAN PRODUK TERHADAP KEPUASAN PELANGGAN DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING (STUDI EMPIRIS PADA BRAND MAKARONIMU)

Prasetyo, Yoga Kukuh (2024) PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM), KUALITAS PRODUK, KELENGKAPAN PRODUK TERHADAP KEPUASAN PELANGGAN DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING (STUDI EMPIRIS PADA BRAND MAKARONIMU). S1 thesis, Universitas PGRI Madiun.

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Abstract

Yoga Kukuh Prasetyo. 2024. The Influence of Electronic Word of Mouth (eWOM), Product Quality, Product Completeness on Customer Satisfaction with Purchasing Decisions as Intervening Variables (Empirical Study on the Makaronimu Brand). Thesis. Management Study Program, Faculty of Economics and Business, PGRI Madiun University. Supervisor (I) Dr. Hari Purwanto, S.E., M.M., Supervisor (II) Indra Ayu Fatmala, S.E., M.M. The aim of the research is to determine whether there is an influence of Electronic Word of Mouth (e-WOM), Product Quality, Product Completeness on Customer Satisfaction with Purchasing Decisions as an Intervening Variable (Empirical Study on the Makaronimu Brand). This research was conducted at Gerai Makaronimu. The research sample was 386 respondents. The research method used is a quantitative approach using the SPSS Version 27 method. The results of this research show that. 1) e-WOM influences Purchasing Decisions 2) Product Quality influences Purchasing Decisions 3) Product Completeness influences Purchasing Decisions 4) Purchasing Decisions influences Customer Satisfaction 5) e-WOM influences Customer Satisfaction 6) Product Quality influences Customer Satisfaction 7) Product Completeness has an effect on Customer Satisfaction 8) e-WOM has an effect on Customer Satisfaction through Purchasing Decisions 9) Product Quality has an effect on Customer Satisfaction through Purchasing Decisions 10) Product Completeness has an effect on Customer Satisfaction through Purchasing Decisions Keywords: Electronic Word of Mouth, Product Quality, Product Completeness, Customer Satisfaction and Purchasing Decisions.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Electronic Word Of Mouth, Kualitas Produk, Kelengkapan Produk, Kepuasan Pelanggan dan Keputusan Pembelian.
Subjects: A Social Sciences > HD Industries. Land use. Labor
A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: PRASETYO KUKUH YOGA
Date Deposited: 10 Oct 2024 04:38
Last Modified: 10 Oct 2024 04:38
URI: http://eprint.unipma.ac.id/id/eprint/2450

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