Laksono, Rachmad Budi (2025) PENGARUH PROMOSI ONLINE DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK UMKM DIAH COOKIES DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of MSMEs in the digital era requires the adaptation of effective marketing strategies, including the use of online promotion and electronic word of mouth (e-WOM) to enhance purchasing decisions. Diah Cookies, a culinary MSME in Surabaya, has utilized digital platforms but continues to experience fluctuating sales outside of certain peak periods. This study aims to analyze the influence of online promotion and e-WOM on purchasing decisions for Diah Cookies products in Surabaya. The research employs a quantitative approach with a survey method involving 110 respondents who are customers of Diah Cookies. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The findings indicate that both online promotion and e-WOM have a positive and significant effect on purchasing decisions, with e-WOM showing a more dominant influence. These results highlight the importance of engaging digital promotional strategies as well as effective management of online reviews and reputation to encourage purchasing decisions. Therefore, Diah Cookies is advised to optimize promotional content, increase customer engagement, and maintain product quality to strengthen positive e-WOM. This study contributes to the development of digital marketing strategies for MSMEs in the culinary sector.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | rachmad budi | ||||||||
| Date Deposited: | 02 Dec 2025 08:29 | ||||||||
| Last Modified: | 02 Dec 2025 08:29 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47452 |
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