Gemirangga, Rezhota (2025) Pengaruh E-WOM,Persepsi Harga, dan Kualitas Produk terhadap Keputusan Pembelian Richeese Factory di Surabaya. Undergraduate thesis, UPN Veran Jawa Timur.
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Abstract
The growth of digital technology has brought significant changes to consumer behavior, including in the fast-food sector, which is increasingly influenced by digital-based interactions and information. This dynamic creates both opportunities and challenges for industry players to develop marketing strategies that are more adaptive to modern consumer behavior. Richeese Factory, as one of the rapidly growing fast-food brands in Indonesia, is experiencing this shift, particularly as consumers’ purchasing decisions are increasingly shaped by digital reviews, price perceptions, and product quality. Although the company has strong product characteristics, it must continue to formulate appropriate strategies to strengthen consumer purchase interest amid intensifying competition. Based on this context, the utilization of Electronic Word of Mouth (E-WOM), the management of price perception, and consistent product quality are three key factors that may strengthen consumers’ confidence in making purchasing decisions. This study aims to analyze the influence of Electronic Word of Mouth, price perception, and product quality on the purchasing decisions of Richeese Factory in Surabaya. The research employed a quantitative approach using purposive sampling and involved 110 respondents who had previously made a purchase. Data were analyzed using the Partial Least Squares (PLS) method. The findings indicate that all hypotheses are accepted. E-WOM, price perception, and product quality are proven to have a significant contribution to enhancing purchasing decisions for Richeese Factory in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Rezhota Gemirangga | ||||||||
| Date Deposited: | 04 Dec 2025 04:40 | ||||||||
| Last Modified: | 04 Dec 2025 04:40 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47751 |
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