Faddilla, Fitri Ayu (2026) Pengaruh Social Media Marketing, E-WOM, dan Customer Experience Terhadap Keputusan Pembelian Produk Print on Your Drink pada Chatime Royal Plaza Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to identify and analyze the influence of social media marketing, electronic word of mouth (E-WOM), and customer experience on purchasing decisions for the “Print On Your Drink” product at Chatime Royal Plaza Surabaya. This study employs an associative quantitative research approach. Sampling was conducted using non-probability sampling via purposive sampling, with a sample size of 100 respondents. The sample consisted of Surabaya residents aged 13–34 years who actively use social media and have made at least one purchase of the Chatime Print On Your Drink product at Royal Plaza Surabaya. From the data obtained through the distribution of questionnaires and analyzed using SPSS software, the following research results were obtained: (1) Social Media Marketing (X1), e-WOM (X2), and Customer Experience (X3) simultaneously have a significant effect on Purchase Decision (Y), as evidenced by a significance value of <0.001, meaning the significance value is less than 0.05 (<0.001 < 0.05). The calculated F-value is 53.786, while the critical F-value is 2.70 (53.786 > 2.70). (2) Social media marketing (X2) has a positive partial effect on purchase decision (Y), as evidenced by t-calculated 2.276 > t-table 1.985 and a significance value of 0.025 ≤ 0.05. (3) e-WOM (X2) has a partial positive effect on purchase decision (Y), as evidenced by the t-calculated value of 3.174 > t-table value of 1.985 and a significance level of 0.002 ≤ 0.05. (4) Customer Experience (X3) has a positive partial effect on Purchase Decision (Y), as evidenced by t-calculated 5.368 > ttable 1.985 and p < 0.001 ≤ 0.05.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Fitri Ayu Faddilla | ||||||||
| Date Deposited: | 13 May 2026 04:03 | ||||||||
| Last Modified: | 13 May 2026 04:03 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51715 |
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