PENGARUH KUALITAS PRODUK DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN (Studi Kasus UMKM Jerangking Mirasa di Kabupaten Magetan)

Fauziah, Reymona Trisnanda (2026) PENGARUH KUALITAS PRODUK DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN (Studi Kasus UMKM Jerangking Mirasa di Kabupaten Magetan). S1 thesis, Universitas PGRI Madiun.

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Abstract

The growth of social media has made it increasingly easy for consumers of the MSME "Jerangking Mirasa" in Magetan Regency to access product reviews or electronic word of mouth (e-WOM). However, intense competition requires MSMEs to rely not only on e-WOM but also on product quality to ensure consumer satisfaction following a purchase decision. This study aims to analyze the influence of product quality and e-WOM on consumer satisfaction through purchase decisions at the MSME "Jerangking Mirasa." A quantitative approach using a survey method was employed. The study population consisted of all consumers of the MSME "Jerangking Mirasa." Purposive sampling was used to select 200 respondents. Data were analyzed using SPSS 25, utilizing path analysis and mediation testing. The results indicate that: 1. Product quality has a positive and significant influence on purchase decisions. 2. e-WOM has a positive and significant influence on purchase decisions. 3. Purchase decisions have a positive and significant influence on consumer satisfaction. 4. Product quality and e-WOM do not have a direct influence on consumer satisfaction but do have an indirect influence through purchase decisions. In conclusion, purchase decisions mediate the influence of product quality and e-WOM on consumer satisfaction. The MSME "Jerangking Mirasa" is advised to continuously improve product quality and manage positive e-WOM on social media to drive purchase decisions that lead to consumer satisfaction.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Keywords: Product Quality, Electronic Word of Mouth (e-WOM), Purchase Decision, Consumer Satisfaction, MSME
Subjects:	A Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	FAUZIAH TRISNANDA REYMONA
Date Deposited:	19 Oct 2026 04:18
Last Modified:	19 Oct 2026 04:18
URI:	http://eprint.unipma.ac.id/id/eprint/10436

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