Sangadji, Fadhila Amalia Putri (2026) Pengaruh Harga dan Electronic Word of Mouth (EWOM) terhadap Keputusan Pembelian yang Dimoderasi oleh Store Atmosphere pada The Rooster Coffee Company Sidoarjo. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of price and Electronic Word of Mouth (EWOM) on purchasing decisions, with store atmosphere as a moderating variable at The Rooster Coffee Company Sidoarjo. This research used a quantitative associative approach with a purposive sampling technique involving 110 respondents. Data analysis was conducted using the SEM-PLS method through SmartPLS 4.1 software. The results of the hypothesis testing indicate that price (X1) has a positive and significant effect on purchasing decisions, while EWOM (X2) does not have a significant effect on purchasing decisions (Y). Store atmosphere (Z) was proven to have a positive and significant effect on purchasing decisions (Y). In addition, store atmosphere (Z) was not able to moderate the effect of price (X1) on purchasing decisions (Y), but it weakened the effect of EWOM (X2) on purchasing decisions (Y). Furthermore, the coefficient of determination (R²) value of 0.749 indicates that the research variables are able to explain 74.9% of the variation in purchasing decisions, while the remaining 25.1% is influenced by other factors outside this study. Keywords: Price, Electronic Word of Mouth, Purchase Decisions, Store Atmosphere
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | 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: | Fadhila Amalia Putri Sangadji | ||||||||
| Date Deposited: | 18 May 2026 03:23 | ||||||||
| Last Modified: | 18 May 2026 03:23 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51672 |
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