Nugraha, Arya Yudha (2023) Pengaruh Diferensiasi Produk dan Electronic Word of Mouth (E-WOM) Terhadap Keputusan Pembelian Konsumen Richeese Factory Kota Surabaya. Undergraduate thesis, Universitas Pembangunan Nasional (Veteran) Jawa Timur.
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Abstract
This study aimed to determine the effect of product differentiation and electronic word of mouth on consumer purchasing decisions of the Richeese Factory in Surabaya. This research used a quantitative research method and used the population of Richeese Factory consumers in Surabaya during the past year. A sample of 105 individuals was selected using non-probability sampling with an accidental sampling technique. Data was collected through conventional questionnaire distribution and measured using the Likert scale. The analysis utilized Partial Least Square (PLS). The results of this research indicated that each variable had a significant effect, both product differentiation and electronic word of mouth, on the consumer purchasing decisions of the Richeese Factory in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Arya Yudha Nugraha | ||||||||
| Date Deposited: | 14 Aug 2023 02:52 | ||||||||
| Last Modified: | 14 Aug 2023 02:52 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16749 |
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