Aulya, Deta Riza (2024) Pengaruh Electronic Word of Mouth (E-WOM) dan Citra Merek Terhadap Keputusan Pembelian Mie Instan Gaga di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Rapid development encourages people to fulfill their daily needs quickly and easily. Likewise, the food needs chosen by the community are instant foods. Instant noodles are one of the food products that are highly favored and widely consumed by the public. Tight competition requires instant noodle producers to know the factors that influence consumer purchasing decisions. The purpose of this study was to determine the impact of the impact of e-wom and brand image on purchasing decisions for Gaga instant noodles in Surabaya City. This research uses quantitative research methods. Data collection was carried out by distributing questionnaires and using a Likert scale. Data analysis using the Structural Equation Model (SEM) method through SmartPLS 3.0 software. The results showed that electronic word of mouth (E-WOM) and brand image were able to make a good contribution to consumer purchasing decisions for Gaga instant noodles in Surabaya City. Keyword: Electronic Word of Mouth, Brand Image, Purchasing Decision, Instant Noodles, Gaga
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Deta Riza Aulya | ||||||||
| Date Deposited: | 22 Jul 2024 05:06 | ||||||||
| Last Modified: | 22 Jul 2024 05:06 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/27023 |
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