Pengaruh Influencer, Varian Produk, Fasilitas, Dan E-WOM Terhadap Keputusan Pembelian Pada UMKM (Studi kasus UMKM Gulun Kota Madiun)

Anas, Khoirul (2025) Pengaruh Influencer, Varian Produk, Fasilitas, Dan E-WOM Terhadap Keputusan Pembelian Pada UMKM (Studi kasus UMKM Gulun Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to analyze the influence of influencers, product variants, facilities, and electronic word of mouth (E-WOM) towards purchasing decisions in MSMEs in the Gulun area, Madiun City. MSMEs in this area have shown significant growth in the culinary sector and have become a favorite destination for locals and tourists. This study used a quantitative approach, collecting data throughquestionnaires distributed to 384 respondents using a non-probability sampling method with a purposive sampling approach and SPSS version 25 analysis tools. The data analysis methods used were instrument testing, classical assumption testing, multiple linear regression, and hypothesis testing. The results indicate that, partially, influencers, product variants, facilities, and E-WOM have a positive and significant influence. These findings provide important implications for MSMEs managers in formulating appropriate marketing strategies, particularly in leveraging the power of social media and product differentiation. Keywords: Influencer, Product Variants, Facilities, E-WOM, Purchasing Decision.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Influencer.,Product Variants.,Facilities.,E-WOM.,Purchasing Decision.
Subjects:	A Social Sciences > HC Economic History and Conditions A Social Sciences > HD Industries. Land use. Labor A Social Sciences > HF Commerce A Social Sciences > HG Finance
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	KHOIRUL ANAS KHOIRUL
Date Deposited:	14 Oct 2025 06:15
Last Modified:	14 Oct 2025 06:15
URI:	http://eprint.unipma.ac.id/id/eprint/5317

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