Marimba, Ilham Jua (2024) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN KULINER VIRAL TIKTOK DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Pada Sate Gule Kambing Binowo Madiun). S1 thesis, Universitas PGRI Madiun.
![[img]](http://eprint.unipma.ac.id/style/images/fileicons/text.png) |
Text
HALAMAN DEPAN.pdf Download (1MB) |
|
Text
ABSTRAK.pdf Download (197kB) |
|
Text
BAB 1.pdf Download (590kB) |
|
Text
BAB 2.pdf Download (706kB) |
|
Text
BAB 3.pdf Restricted to Repository staff only Download (747kB) |
|
Text
BAB 4.pdf Restricted to Repository staff only Download (922kB) |
|
Text
BAB 5.pdf Download (316kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (433kB) |
|
Text
LAMPIRAN.pdf Download (1MB) |
Abstract
This study aims to provide empirical evidence about the effect of Electronic Word of Mouth (E-WOM) and Perceived Quality on TikTok viral culinary Purchasing Decisions with Purchase Intention as an Intervening variable (Study on Satay Gule Kambing Binowo Madiun). This study uses Quantitative research methods. The population of this study were 384 consumers of Sate Gule Kambing Binowo Madiun through a questionnaire. The research data collection technique used Nonprobability Sampling technique with sampling method using Purposive Sampling. This research data analysis method uses path analysis using the SPSS 25 program. Data analysis was carried out using the Classical Assumption Test, Path Analysis Test, t test, and Sobel Test. The results of this study prove that 1) Electronic Word of Mouth (E-WOM) has a positive and significant effect on Buying Interest in Binowo Goat Satay Gule Madiun. 2) Perceived Quality has a positive and significant effect on Buying Interest in Binowo Goat Satay Gule Madiun. 3) Purchase Intention has a positive and significant effect on Purchasing Decisions at Binowo Goat Satay Gule Madiun. 4) Electronic Word of Mouth (E-WOM) has a positive and significant effect on Purchasing Decisions with Purchase Intention as an Intervening variable at Binowo Goat Gule Satay Madiun. 5) Perceived Quality has a positive and significant effect on Purchasing Decisions with Purchase Intention as a variable. Keywords: Electronic Word of Mouth (E-WOM), Perceived Quality, Purchase Intention, Purchase Decision
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Electronic Word of Mouth (E-WOM), Perceived Quality, Purchase Intention, Purchase Decision |
| Subjects: | A Social Sciences > HC Economic History and Conditions A Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | MARIMBA JUA ILHAM |
| Date Deposited: | 09 Oct 2024 03:39 |
| Last Modified: | 09 Oct 2024 03:39 |
| URI: | http://eprint.unipma.ac.id/id/eprint/2457 |
Actions (login required)
 |
View Item |
