Astutik, Dyah Nur (2024) Pengaruh Electronic Word of Mouth (E-WOM), E-Service Quality Dan Promosi Penjualan Terhadap Keputusan Pembelian Pada Aplikasi E-Commerce SOCO by Sociolla di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Marketing is a critical component of business strategy, essential for achieving organizational goals. Effective marketing practices can significantly influence consumer purchasing decisions. In this highly competitive digital age, businesses must applied the innovative and strategic marketing approaches to differentiate themselves to attract customers. This research aims to investigate the impact of Electronic Word of Mouth (E-WOM), E-Service Quality, and Sales Promotion on consumer purchasing decisions for products offered on the SOCO by Sociolla in Surabaya. A quantitative research methodology used to this research, utilizing a Likert scale to measure variables. A non-probability sampling technique, specifically purposive sampling, was used to select 100 respondents. Data was collected through Google Forms.Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized to analyze the data. The findings of this study indicate that Electronic Word of Mouth (E-WOM), E-Service Quality, and Sales Promotion have a positive and significant influence on consumer purchasing decisions for products on the SOCO by Sociolla 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: | Dyah Nur Astutik | ||||||||
| Date Deposited: | 12 Dec 2024 05:28 | ||||||||
| Last Modified: | 12 Dec 2024 05:28 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/32982 |
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