Pengaruh Electronic Word Of Mouth (E-WOM),Kualitas Produk,Daya Tarik Konten,Dan Fasilitas Terhadap Keputusan Pembelian Warung Bekicot Magetan (Studi Empiris Konsumen Warung Bekicot Magetan)

Maulidah, Syifa'ul (2025) Pengaruh Electronic Word Of Mouth (E-WOM),Kualitas Produk,Daya Tarik Konten,Dan Fasilitas Terhadap Keputusan Pembelian Warung Bekicot Magetan (Studi Empiris Konsumen Warung Bekicot Magetan). S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to determine the influence of Electronic Word of Mouth (E-WOM), Product Quality, Content Appeal, and Facilities towards Purchasing Decisions at Warung Bekicot Magetan. The viral phenomenon of Warung Bekicot Magetan on social media makes this shop interesting to study from the perspective of consumer behavior and digital marketing. This study used a quantitative approach with a survey method. Data were collected through questionnaires distributed to 384 respondents who had purchased at Warung Bekicot Magetan and had social media accounts. The data analysis technique used was multiple linear regression with the help of SPSS version 25 software. The results show that the variables E-WOM, Product Quality, and Content Appeal significantly influenced Purchasing Decisions. However, the Facilities variable do not significantly influence Purchasing Decisions. These findings indicate that in the context of viral traditional culinary experiences, digital aspects and unique experiences are more dominant than physical facilities. This research is expected to provide strategic considerations for Warung Bekicot Magetan managers to continuously improve product quality and strengthen digital marketing strategies based on content and consumer reviews.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Electronic Word of Mouth.,Product Quality., Content Appeal.,Facilities.,Purchase Decisions.
Subjects:	A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management A Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	SYIFA'UL MAULIDAH SYIFA'UL
Date Deposited:	20 Oct 2025 05:07
Last Modified:	20 Oct 2025 05:07
URI:	http://eprint.unipma.ac.id/id/eprint/5589

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