Ma'wa, Aldo Tegar Jannatul (2025) PENGARUH KUALITAS PRODUK, HARGA, EWOM (ELECTRONIC WORD OF MOUTH), DAN PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN EMPING MELINJO PADA UMKM ATTOYIBAH DI DESA PURWOSARI MAGETAN. S1 thesis, Universitas PGRI Madiun.
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Abstract
This study aims to analyze the influence of Product Quality, Price, Electronic Word of Mouth (EWOM), and Personal Selling towards Purchase Decisions of Emping Melinjo at the Attoyibah MSME in Purwosari Village, Magetan. The study used a quantitative method with a questionnaire survey distributed to consumers who had previously purchased the product. Data were analyzed using multiple linear regression with SPSS 25. The results show that the four independent variables Product Quality, Price, EWOM, and Personal Selling has a positive and significant influence towards Purchase Decisions. These findings indicate that improving product quality, appropriate pricing, positive consumer reviews, and a personal selling approach can drive purchase decisions. The practical implications at Attoyibah's MSMEs are advised to continuously strengthen product quality, maintain competitive prices, optimize e-WOM strategies, and increase the effectiveness of personal selling to expand market share and enhance competitiveness Keywords: Product Quality, Price, eWOM (Electronic Word of Mouth), Personal Selling, Purchasing Decisions, MSMEs, Emping Melinjo.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Product Quality, Price, eWOM (Electronic Word of Mouth), Personal Selling, Purchasing Decisions, MSMEs, Emping Melinjo. |
| Subjects: | A Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | JANNATUL TEGAR ALDO |
| Date Deposited: | 16 Oct 2025 07:10 |
| Last Modified: | 16 Oct 2025 07:10 |
| URI: | http://eprint.unipma.ac.id/id/eprint/5577 |
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