Agustina, Feby Retno Wulan (2025) Pengaruh E-Wom, E-Promotion, dan Persepsi Harga Terhadap Keputusan Pembelian Coklat tempe Awicho (Studi Kasus Pada Masyarakat Kabupaten Ngawi). S1 thesis, Universitas PGRI Madiun.
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Abstract
The Influence of E-WOM, E-Promotion, and Price Perception towards Purchase Decisions for Awicho Chocolate Tempeh (Case Study of the Community in Ngawi Regency). Purchase decisions are a crucial indicator in measuring the success of marketing strategies, particularly for innovative MSME products such as Awicho Chocolate Tempeh. This study aims to analyze the influence of Electronic Word of Mouth (E-WOM), E-Promotion, and price perception on purchase decisions for Awicho Chocolate Tempeh in Ngawi Regency. This study used a quantitative method with a descriptive approach. The sampling technique used purposive sampling of 384 respondents from the Ngawi Regency who were or had potential consumers. Data were collected through questionnaires, and analyzed using multiple linear regression with the help of SPSS software. The results show that E-WOM, E-Promotion, and price perception simultaneously had a positive and significant influence towards purchase decisions. Partially, all three variables were also shown to have a significant influence. These findings indicate that digital communication, consistent promotions, and competitive pricing are important factors in encouraging consumers to purchase chocolate tempeh products. This study provides recommendations for MSMEs to maximize digital marketing strategies to expand market share and increase consumer loyalty. Keywords: Electronic Word of Mouth, E-Promotion, Price Perception, Purchase Decisions, Awicho Chocolate Tempeh.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Keywords: Electronic Word of Mouth, E-Promotion, Price Perception, Purchase Decisions, Awicho Chocolate Tempeh. |
| Subjects: | A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | WULAN RETNO FEBY |
| Date Deposited: | 14 Oct 2025 07:21 |
| Last Modified: | 14 Oct 2025 07:21 |
| URI: | http://eprint.unipma.ac.id/id/eprint/5462 |
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