PENGARUH PERSEPSI HARGA DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI KONSUMEN (Studi Empiris Konsumen Cafe Kayangan Jogorogo Ngawi)

Qoiriyah, Intan Ain Safiis (2025) PENGARUH PERSEPSI HARGA DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI KONSUMEN (Studi Empiris Konsumen Cafe Kayangan Jogorogo Ngawi). S1 thesis, Universitas PGRI Madiun.

	Text HALAMAN DEPAN.pdf Download (1MB)
	Text ABSTRAK.pdf Download (639kB)
	Text BAB I.pdf Download (940kB)
	Text BAB II.pdf Download (915kB)
	Text BAB III.pdf Restricted to Repository staff only Download (851kB) | Request a copy
	Text BAB IV.pdf Restricted to Repository staff only Download (1MB) | Request a copy
	Text BAB V.pdf Download (562kB)
	Text DAFTAR PUSTAKA.pdf Download (561kB)
	Text LAMPIRAN.pdf Restricted to Repository staff only Download (3MB) | Request a copy

Abstract

The Influence of Price Perception and Electronic Word of Mouth (E-WOM) towards Purchase Decisions through Consumer Purchase Intention (Empirical Study of Consumers at Cafe Kayangan Jogorogo, Ngawi). This study aims to analyze the influence of price perception and Electronic Word of Mouth (E-WOM) towards purchase decisions through purchase intention as a mediating variable among consumers at Cafe Kayangan Jogorogo, Ngawi. A quantitative method was used, involved a survey of 384 respondents, analyzed using path analysis using SPSS 25. The results indicate that price perception and E-WOM have a positive and significant effect towards purchase intention, which in turn influences purchase decisions. Purchase intention also significantly mediates the relationship between price perception and E-WOM towards purchase decisions. These findings emphasize the importance of online reputation and pricing strategy in shaping consumer purchase intention and decisions. Keywords: Price Perception, E-WOM, Purchase Intention, Purchase Decision.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Keywords: Price Perception, E-WOM, Purchase Intention, Purchase Decision.
Subjects:	A Social Sciences > HB Economic Theory A Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	SAFIIS AIN INTAN
Date Deposited:	14 Oct 2025 06:10
Last Modified:	14 Oct 2025 06:10
URI:	http://eprint.unipma.ac.id/id/eprint/5268

Actions (login required)

View Item