PENGARUH VARIASI PRODUK, PROMOSI MEDIA SOSIAL MELALUI INSTAGRAM, DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BELI YOURSTUDIO PHOTOBOX MADIUN

Devandra Yuliannata, Devan (2026) PENGARUH VARIASI PRODUK, PROMOSI MEDIA SOSIAL MELALUI INSTAGRAM, DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BELI YOURSTUDIO PHOTOBOX MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to analyze the influence of product variation, social media promotion through Instagram, and Electronic Word of Mouth (E-WOM) on purchase intention at Yourstudio Photobox Madiun. This study employed a quantitative approach using a survey method. The sample consisted of 160 respondents selected through purposive sampling. Data were collected by distributing questionnaires using a Likert scale and were analyzed using multiple linear regression with the assistance of IBM SPSS Statistics 26. The results indicate that, partially, product variation does not have a significant effect on purchase intention. Meanwhile, social media promotion through Instagram and Electronic Word of Mouth (E-WOM) have a positive and significant effect on purchase intention, with E-WOM being the most dominant influencing variable. Furthermore, simultaneously, product variation, social media promotion through Instagram, and Electronic Word of Mouth (E-WOM) were found to have a significant effect on consumers' purchase intention.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Product Variation; Social Media Promotion; Instagram; Electronic Word of Mouth (E-WOM); Purchase Intention
Subjects:	A Social Sciences > HB Economic Theory A Social Sciences > HE Transportation and Communications A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DEVANDRA YULIANNATA DEVANDRA
Date Deposited:	17 Oct 2026 02:45
Last Modified:	17 Oct 2026 02:45
URI:	http://eprint.unipma.ac.id/id/eprint/10356

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