Azkiya, Harfi Azkal (2023) Pengaruh Komunikasi Word of Mouth Terhadap Keputusan Pembelian Eustacio Coffee Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Along with the development of the times, more and more business people are competing to set up a business. The more business people there are, the more stringent business competition will be. Companies will compete in product marketing to meet consumer needs so that they can be recognized, recognized and reached by consumers. Business competition, especially in the culinary world, has progressed a lot. One of them is Word of Mouth communication, which encourages consumers to talk about products or services developed by a company. One that utilizes Word of Mouth communication in purchasing decisions is Eustacio Coffee. The purpose of this study was to find out and test how much influence Word of Mouth communication has on purchasing decisions at Eustacio Coffee in Surabaya. The method used is a quantitative method. The analysis uses multiple linear regression with the X variable being the 3 dimensions of word of mouth communication and the Y variable being the purchase decision. The results obtained are word of mouth communication variables that have a simultaneous or partial influence on purchasing decision variables.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media P Language and Literature > P Philology. Linguistics > P94.7 Interpersonal communication |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Harfi Azkal Azkiya | ||||||||
| Date Deposited: | 23 Oct 2024 08:57 | ||||||||
| Last Modified: | 23 Oct 2024 08:57 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/13733 |
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