Pengaruh Kualitas Produk, Harga, Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Produk Emina (Studi Kasus Pada Mahasiswa Prodi Manajemen UNPAB Angkatan 2020)

Pengaruh Kualitas Produk, Harga, Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Produk Emina (Studi Kasus Pada Mahasiswa Prodi Manajemen UNPAB Angkatan 2020), Product Quality, Price, Electronic Word of Mouth, Purchasing Decisions...

Author: Nita Salsabila
Date: 2024
Keywords: Product Quality, Price, Electronic Word of Mouth, Purchasing Decisions
Type: Jurnal
Category: penelitian

This study aims to test and find out more clearly "The Effect of Product Quality, Price, and Electronic Word of Mouth on Purchasing Decisions for Emina products (Case Study on UNPAB Management Students class of 2020)". This study uses a quantitative method involving 78 respondents. data collection was carried out using the distribution of questionnaires via google form. The data obtained was analyzed with a statistical formula, namely by using multiple linear regression analysis which was processed using the SPSS version 20 program. The results of quantitative research indicate that Product Quality, Price, and Electronic Word of Mouth partially have a positive and significant effect on Emina Product Purchasing Decisions. and Product Quality, Price, Electronic Word of Mouth simultaneously have a positive and significant effect on Emina Product Purchasing Decisions.

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