Analisis Pengaruh Electronic Word of Mouth, Prmosi dan Lokasi Terhadap Keputusan Pembelian Gelato di Gelateria Surabaya

Ramadhani, Achmad Naufal (2025) Analisis Pengaruh Electronic Word of Mouth, Prmosi dan Lokasi Terhadap Keputusan Pembelian Gelato di Gelateria Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to analyze the influence of Electronic Word of Mouth, Promotion, and Location on Gelato Purchasing Decisions at Gelateria Surabaya. In this study, the researcher used a non-probability sampling method using accidental sampling, where the sample was selected randomly by distributing questionnaires to 96 respondents. The data used in this study were primary data and secondary data. This study used the SEM-PLS data analysis method using Smart PLS software. The data analysis techniques used were validity test data analysis, reliability test and multiple linear regression test. The results of this study indicate that the R-square value is 0.606, this indicates that Electronic Word of Mouth has a positive and significant effect on purchasing decisions, Promotion has a positive and significant effect on purchasing decisions and Location has a positive and significant effect on purchasing decisions.

Item Type:

Thesis (Undergraduate)

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