PENGARUH REFERENCE GROUP DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP PURCHASE DECISION PADA PECEL 99 KOTA MADIUN MELALUI TRUST SEBAGAI VARIABEL MEDIASI

Ningrum, Yuniar Widya (2026) PENGARUH REFERENCE GROUP DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP PURCHASE DECISION PADA PECEL 99 KOTA MADIUN MELALUI TRUST SEBAGAI VARIABEL MEDIASI. S1 thesis, Universitas PGRI Madiun.

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Abstract

ABSTRACT The Influence of Reference Group and Electronic Word of Mouth (e-WOM) on Purchase Decision at Pecel 99 Madiun through Trust as a Mediating Variable. This study aims to analyze the influence of Reference Group and Electronic Word of Mouth (e-WOM) on Purchase Decision through Trust as a mediating variable among consumers of Pecel 99 Madiun. This research employed a quantitative approach using a survey method involving 384 respondents. Data were collected through questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3. The findings indicate that Reference Group and Electronic Word of Mouth (e-WOM) have a positive and significant effect on Trustand Purchase Decision. In addition, Trust has a positive and significant effect on Purchase Decision and mediates the influence of Reference Group and Electronic Word of Mouth (e-WOM) on Purchase Decision. Keywords: Reference Group, Electronic Word of Mouth (e-WOM), Trust, Purchase Decision.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Kata Kunci: Reference Group, Electronic Word of Mouth (e-WOM), Trust, Purchase Decision. Keywords: Reference Group, Electronic Word of Mouth (e-WOM), Trust, Purchase Decision.
Subjects:	A Social Sciences > H Social Sciences (General) A Social Sciences > HF Commerce A Social Sciences > HM Sociology
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NINGRUM WIDYA YUNIAR
Date Deposited:	30 Oct 2026 01:20
Last Modified:	30 Oct 2026 01:20
URI:	http://eprint.unipma.ac.id/id/eprint/10814

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